2022 Benchmark Report
Get an exclusive look at trends, benchmarks and processes
What are market intelligence processes, benchmarks, and trends today, and where are they headed? Aggregating the voices of 570+ respondents across industries, the first annual State of Market Intelligence captures insights related to this critical work in organizations.
Practitioners of market intelligence consume information in a democratic fashion, relying on insights from consumer grade search tools as well as professional research services.
The majority of respondents used 3-6 tools or sources for market intelligence research.
Conducting reactive internet searches is the most common way of consuming MI information. Only 1/3 of respondents consider their process to be proactive and over half wish their market intelligence process was more proactive.
Automation of research efforts is common,
with about a 50-50 split between automation and manual work. Common elements of automation include leveraging AI tools, and having research proactively pushed to workers via dashboards and alerts.
70% of organizations plan to invest more in market intelligence tools & headcount in the
next 12 months compared to the previous 12 months. The majority of market intelligence activities’ performance are tracked via KPIs.