Consumer/buyer insights is not about marketing intelligence.
Let’s be clear about the difference. Marketing intelligence typically
advantages third party sources. Its focus is about what is happening where as
insights are about how consumers/buyers decide. Captured intelligence (from
sales agents or reviews) measures a product’s strengths and weaknesses. The Internet has enabled businesses to value captured intelligence, and make changes at the
speed of the Internet. Intelligence also reveals needs and trends. This opens doors,
allowing businesses to bring forward solutions; however, companies continue
scrambling to understand and identify with consumers’ expectations as well as their
needs. It’s a type of myopia that is correctable all while avoiding the
marketing guessing game.
