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The information that enables a company to determine whytheir customers behave how they do with regard to theirbrand. Armed with this information, organisations are ableto use insight to affect purchase behaviour. It is the "WHY"of customers and brands.
A multi-faceted and strategic approach that helps revealWHAT a marketplace (or multiple marketplaces) truly look likein terms of demographics, competitors, trends, and so on
Understanding the external environment so that appropriateactions can be taken by businesses to stay competitive. It canfocus on competitors, customers and other stakeholders, butalso on products and markets as well as on economic,technological or legal factors.
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