Product management glosary

Competitive Intelligence

What is Competitive Intelligence?

Competitive Intelligence is the process of gathering and analyzing information about competitors, market trends, and industry developments to make informed business decisions. It involves collecting data from various sources, such as social media, news articles, market reports, and industry events, and using that information to gain a competitive advantage.

Why is Competitive Intelligence important?

Competitive Intelligence is essential for businesses to stay ahead of their competitors. By understanding the strengths and weaknesses of their competitors, businesses can identify opportunities and threats in the market and adjust their strategies accordingly. It also helps businesses to identify emerging trends and technologies that could impact their industry and prepare for them.

How is Competitive Intelligence gathered?

Competitive Intelligence can be gathered through various methods, including:

  • Primary research: conducting surveys, interviews, and focus groups with customers, suppliers, and industry experts.
  • Secondary research: analyzing publicly available information, such as news articles, market reports, and social media posts.
  • Competitor analysis: monitoring competitors' websites, social media accounts, and marketing campaigns.
  • Industry events: attending conferences, trade shows, and seminars to gather information about industry developments and network with other professionals.

How is Competitive Intelligence used?

Competitive Intelligence is used to inform various business decisions, such as:

  • Product development: identifying gaps in the market and developing products that meet customer needs.
  • Pricing strategy: understanding competitors' pricing strategies and adjusting prices accordingly.
  • Marketing strategy: developing marketing campaigns that differentiate the business from its competitors.
  • Sales strategy: identifying potential customers and tailoring sales pitches to their needs.
  • Business expansion: identifying new markets and opportunities for growth.


Competitive Intelligence is a crucial component of product management. By gathering and analyzing information about competitors and industry trends, businesses can make informed decisions and stay ahead of the competition. It is an ongoing process that requires continuous monitoring and analysis to ensure that businesses remain competitive in the market.