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CI for Marketing Professionals

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Marcy Phelps
Marcy Phelps

This document provides information for marketing professionals on competitive intelligence and market research. It discusses understanding key information needs about competitors, customers, industries, and market trends. It also outlines methods for gathering information from free and premium sources, as well as tips for analyzing, distilling, and presenting findings to communicate value for clients. The document is authored by Marcy Phelps of Phelps Research and provides her contact information.

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CI for Marketing Professionals Marcy Phelps Phelps Research mphelps@phelpsresearch.com Twitter:@marcyphelps
Competitive intelligence Understanding markets www.PhelpsResearch.com
Information needs Competitors Customers Category (industry/vertical/segment) Environment in which they operate Connecting the dots www.PhelpsResearch.com
Hot topics Competitive landscape Marketing strategy/positioning Market share Marketing channels Strengths/weaknesses www.PhelpsResearch.com
Hot topics Demographics/psychographics Market size Forecasts Trends Buyer wants & needs www.PhelpsResearch.com
Bottom line Gaps in the marketplace U.S.P. www.PhelpsResearch.com
How? Free web Premium databases Market research providers Social media Phone www.PhelpsResearch.com
Delivering results Distill! Provide layers of complexity Present visually www.PhelpsResearch.com
www.PhelpsResearch.com
www.PhelpsResearch.com
www.PhelpsResearch.com
Consider new formats PowerPoint Excel In person Phone www.PhelpsResearch.com
Know and communicate your value www.PhelpsResearch.com

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CI for Marketing Professionals

Editor's Notes

  1. Neuromarketing