2022 Benchmark Report
Get an exclusive look at trends, benchmarks and processes
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 rely 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.