Using Market Intelligence for Small Business: A Short Guide

| Updated on March 21, 2024

By analyzing data about the markets in which you are operating, you can gain valuable market intelligence insights on how to grow your business. Small company owners that want to expand their enterprises and succeed, should use all advantages of marketing intelligence. 

Small businesses may use data to examine the state of the market, obtain a better understanding of consumer behavior, and discover new business opportunities. By doing a thorough competitor analysis you can also find areas where your company can improve.

What is Market Intelligence?

Businesses outside of the Fortune 500 should concentrate on enhancing their market intelligence initiatives to be able to stay competitive since 90% of Fortune 500 companies use competitive intelligence to get an advantage over their competitors. 

Market intelligence refers to the utilization of many information sources to build a comprehensive picture of the current market for your firm. It evaluates the market, issues, rivals, and potential for developing new goods and services for your business. 

At its foundation, market intelligence integrates data from several sources to build a complete picture of the current situation of your business. It assesses your company’s clients, issues, competitors, and potential for developing new goods and services. Market intelligence may be gathered through sales records, customer information, surveys, and social media indicators, among other sources. 

It’s essential to have a strong strategy in place to help you remain ahead of the competition and make smarter business decisions as marketing gets more competitive and data-driven. 

The Importance of Market Intelligence for Businesses

Market intelligence is essential for two key reasons: customer data, and innovation. To thrive in today’s market, small businesses need to approach consumer understanding methodically. Innovation is also an essential component of market intelligence. It helps to keep up with developments in the sector and find appropriate growth possibilities. 

By using marketing intelligence, businesses may also study their competitor’s offerings, making it simpler to identify the shortcomings and product gaps. To remain ahead of the competition, small business owners should utilize market intelligence to be able to identify upcoming trends and take advantage of what they currently know about their customers or target audience.

How You Can Develop Market Intelligence as a Small Business

Here are the important steps you need to consider when developing marketing intelligence for your small business:

  • Use buyer persona. Instead of relying on speculation, this approach is founded on an understanding of your target audience. According to HubSpot, business websites that used buyer personals for marketing were 2–5 times more successful. A persona must incorporate both more concrete qualities and demographic information. Knowing the age range you want to appeal to as well as the location, socioeconomic class, gender, and other aspects is essential. 
  • Data monitoring. As it involves planning, obtaining, evaluating, and disseminating data and information, data monitoring is crucial. After acquiring and analyzing references, a brand will specify a strategy for gathering internal or external data. 
  • Analysis of conversion rates. Based on Demand Gen 2021 Report, 44% of marketers have a top priority of measuring the ROI of their initiatives. A greater conversion rate translates into a higher return on investment. Knowing the proportion of users that click on your CTAs is just as critical as knowing how many leads convert into sales. 

How to Collect Market Intelligence

Although there is no prescribed method by which businesses should obtain market intelligence, many do so by carrying out various types of in-depth studies. Let’s examine four distinct approaches to gathering marketing intelligence.

  • Your current customers. To gather consumer data in an efficient and generally affordable way, small businesses can set up some sort of customer feedback program. It’s good for businesses to use CRM software to keep all the client data there to then generate reports and analyze them.
  • Surveys. Sending online surveys or polls to your clients might help you collect your market research data. This strategy may be beneficial, mainly if you keep your client lists up to date. To begin started, you can utilize programs like SurveyMonkey or Typeform.
  • Website analytics. Market intelligence is used to enhance the offer by looking for patterns and testing various content, taglines, signposts, and offers. CRM analytics provide a simple solution for your company to gain knowledge about consumer behavior and the effectiveness of your marketing initiatives.


Market intelligence describes tactics that help companies gather and analyze data so they may better understand their markets. Additionally, it may be applied to strategic choice-making. 

To make an educated decision regarding pricing, product development, sales strategies, and others, you can use qualitative and quantitative approaches to better understand customers’ requirements, preferences, and habits. 

Marketing intelligence has expanded over the past several years and now includes models for predictive analytics as well as location analytics. Keeping an eye on competitors and the overall market is essential when developing a sustainable strategy for business growth.

John M. Flood

John is a crypto enthusiast, Fintech writer, and stock trader. His writings provide guides to perform your best in the crypto world and stock planet. He is a B-Tech graduate from Stanford University and also holds a certification in creative writing. John also has 5 years of experience in exploring and understanding better about the FinTech industry. Over time, he gained experience and expertise by implementing his customized strategies to play in the crypto market.

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