Information Categories Market intelligence. What products compete with my product? How is my product superior or different? What should I charge for my product? Etc. Competitor intelligence. Who else offers the product/service? What are their financials and ratios? Consumer intelligence. Current and future demand for the product or service. Who is the customer? How much does he buy? When and how does he decide to purchase? How much will be needed in the future? Where is the largest market located? Etc.