Competitive Intelligence & Market Analysis Flashcards
6 cards from real Market Research practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 6 Competitive Intelligence & Market Analysis flashcards as text
What is 'market sizing' in competitive analysis research?
Answer: Estimating the total revenue or sales volume available in a specific market
Market sizing estimates the total addressable market (TAM), serviceable addressable market (SAM), and serviceable obtainable market (SOM) to assess business opportunity.
What do TAM, SAM, and SOM represent in market analysis?
Answer: TAM is total market demand, SAM is the segment you can serve, SOM is the share you can realistically capture
TAM (Total Addressable Market) is the overall revenue opportunity, SAM (Serviceable Addressable Market) is the portion you can reach, and SOM is your realistic market share target.
What is 'perceptual positioning' research designed to reveal?
Answer: How consumers mentally position a brand relative to competitors on key attributes
Perceptual positioning research reveals the mental map consumers hold of competing brands, showing differentiation gaps and opportunities for repositioning.
What is 'competitive gap analysis' used for in market research?
Answer: Identifying differences between current performance and competitor or best-practice benchmarks
Competitive gap analysis compares a company's capabilities, performance, and positioning against competitors to identify areas of competitive disadvantage and priority for improvement.
What is 'brand health tracking' research?
Answer: Ongoing measurement of key brand metrics such as awareness, consideration, and preference over time
Brand health tracking is a longitudinal research program that continuously monitors key brand performance indicators to detect trends, competitive threats, and campaign impact.
What distinguishes 'primary competitive intelligence' from 'secondary competitive intelligence'?
Answer: Primary intelligence is gathered firsthand; secondary intelligence is gathered from published sources
Primary competitive intelligence involves directly gathering information through interviews and surveys, while secondary uses existing published sources like reports, patents, and press releases.