{"id":15166,"date":"2015-04-08T12:47:43","date_gmt":"2015-04-08T12:47:43","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=15166"},"modified":"2025-09-07T20:59:48","modified_gmt":"2025-09-08T00:59:48","slug":"market-intelligence","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/nl\/oplossingen\/strategieconsulting\/market-intelligence\/","title":{"rendered":"Marktinformatie"},"content":{"rendered":"<h1 class=\"wp-block-heading\">Marktinformatiebedrijf<\/h1>\n\n\n\n<figure class=\"gb-block-image gb-block-image-68cf6f57\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-68cf6f57\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Desk-research-1.jpg\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Desk-research-1.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Desk-research-1-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Desk-research-1-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Desk-research-1-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Desk-research-1-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\" alt=\"SIS Internationaal Marktonderzoek &amp; Strategie\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Wat is marktinformatie?<\/h2>\n\n\n\n<p>Market Intelligence is a process by which all such information relevant to a company\u2019s markets is gathered and analyzed to support and make better decisions.<\/p>\n\n\n\n<p>To be successful, a company must know its market inside and out.&nbsp; With this insight, companies are able to rapidly&nbsp;launch products or services, determine profitable customer segments, adjust pricing, evaluate the supply chain and distribution channels, and make many other important decisions.<\/p>\n\n\n\n<p>While Market Intelligence as a concept is intuitive and straightforward, the effort behind it is complex, and never-ending.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">When is Market Intelligence used?<\/h2>\n\n\n\n<p>MI is often used when a company is seeking to enter a new market, or <a href=\"https:\/\/www.sisinternational.com\/nl\/het-uitbreiden-van-het-marktbereik-door-middel-van-een-veelzijdige-marketingstrategie\/\" title=\"Het uitbreiden van het marktbereik door middel van een veelzijdige marketingstrategie\"  data-wpil-monitor-id=\"8542\">expand into an existing market<\/a>.<\/p>\n\n\n\n<p>A simple 2&#215;2 matrix offers a helpful visual aid:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td>&nbsp;<\/td><td>EXISTING Market<\/td><td>NEW Market<\/td><\/tr><tr><td>EXISTING Product<\/td><td>&nbsp;<\/td><td>&nbsp;<\/td><\/tr><tr><td>NEW Product<\/td><td>&nbsp;<\/td><td>&nbsp;<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>Depending upon which of the four cells are checked, the direction and requirements of the process should fall into place.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How is Market Intelligence conducted?<\/h2>\n\n\n\n<p>MI should always start with a clear set of objectives followed by a set of questions whose answers will guide users to take appropriate actions. Questions should ideally be asked only if one has already thoughtfully considered how each answer will inform a decision.<\/p>\n\n\n\n<p>Here is an example of objectives and sample questions.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Mogelijkheden<\/strong>\n<ul class=\"wp-block-list\">\n<li>Are there any unmet needs in the market?<\/li>\n\n\n\n<li>Do alternative products\/services exist?<\/li>\n\n\n\n<li>Is the <a href=\"https:\/\/www.sisinternational.com\/nl\/low-cost-carriers-in-de-luchtvaartindustrie\/\" title=\"Marktonderzoek naar goedkope luchtvaartmaatschappijen\"  data-wpil-monitor-id=\"8537\">market national or global<\/a> in scope?<\/li>\n\n\n\n<li>What is the current <a href=\"https:\/\/www.sisinternational.com\/nl\/oplossingen\/strategieconsulting\/market-entry-feasibility-sizing-studies\/\" title=\"Markttoetredings-, haalbaarheids- en omvangstudies\"  data-wpil-monitor-id=\"8543\">size of the market<\/a>?<\/li>\n\n\n\n<li>What is the estimated <a href=\"https:\/\/www.sisinternational.com\/nl\/oplossingen\/international-corporate-growth-market-research\/\" title=\"International Corporate Growth Market Research\"  data-wpil-monitor-id=\"8540\">growth of the market<\/a>?<\/li>\n\n\n\n<li>What, if any, cross-marketing opportunities are there?<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Bedreigingen<\/strong>\n<ul class=\"wp-block-list\">\n<li>What can derail your goals?<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Trends<\/strong>\n<ul class=\"wp-block-list\">\n<li>What is new that might impact success?<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Current and potential competitors<\/strong>\n<ul class=\"wp-block-list\">\n<li>Who are they\/who might they be?<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>New suppliers or distributors<\/strong>\n<ul class=\"wp-block-list\">\n<li>Is there a need for alternative sources?<\/li>\n\n\n\n<li>Who and where are they?<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Klanten<\/strong>\n<ul class=\"wp-block-list\">\n<li>Will they be the same, or include new prospects?<\/li>\n\n\n\n<li>What price points are or will be acceptable?<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/www.sisinternational.com\/nl\/b2b-markttoetredingsstrategieen\/\" title=\"B2B-markttoetredingsstrategie\u00ebn\"  data-wpil-monitor-id=\"8541\">Entry and penetration strategies<\/a><\/strong>\n<ul class=\"wp-block-list\">\n<li>What will they be, and how differ from current ones?<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Market Intelligence Approaches<\/h2>\n\n\n\n<p>Once objectives have been clarified and agreed upon, a plan may be mapped out to best combine information gathering tools with a method for integrating and analyzing the findings.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Secondary Research<\/strong> involving readily available public sources such as news articles, press releases, financial statements, and even employment or real estate postings can provide a useful starting point with an overview of the market, trends, key companies and individuals.<\/li>\n\n\n\n<li><strong>Social media and Big Data<\/strong> are gaining popularity as additional sources of information that may be incorporated into an overall <a href=\"https:\/\/www.sisinternational.com\/nl\/oplossingen\/oplossingen-voor-merk-en-klantonderzoek\/wat-is-influencermarketing\/\" title=\"Wat is Influencer Marketing? Social Media Marketing?\"  data-wpil-monitor-id=\"8544\">market<\/a> analysis, although it may be a challenge to determine how to extract meaning from them.<\/li>\n\n\n\n<li><strong>Conferences and Trade Shows<\/strong> also offer fertile ground for quickly gaining <a href=\"https:\/\/www.sisinternational.com\/nl\/how-to-conduct-in-depth-interviews-for-market-insights\/\" title=\"Hoe u diepgaande interviews kunt uitvoeren voor marktinzichten\"  data-wpil-monitor-id=\"8539\">insights into a market<\/a>, competitors, customer needs and trends.<\/li>\n\n\n\n<li><strong>Business Intelligence (BI), Competitive Intelligence (CI), and Market Research (MR)<\/strong> often overlap and may be used concurrently with MI in order to gain a fuller picture of the market, its major players\/competition, and potential customers.\n<ul class=\"wp-block-list\">\n<li>Business intelligence tends to involve internally collected data, e.g. sales, production, budgets, while CI focuses externally, on specific competitors, and MR on <a href=\"https:\/\/www.sisinternational.com\/nl\/expertise\/industrieen\/food-beverage-voice-of-the-customer-market-research\/\" title=\"Marktonderzoek naar de stem van de klant in de voedings- en drankensector\"  data-wpil-monitor-id=\"8538\">customers and the environment of the market<\/a>.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">&nbsp;<\/h2>\n\n\n\n<h2 class=\"wp-block-heading\">Managing Market Intelligence<\/h2>\n\n\n\n<p>Keeping track of all the information included in market intelligence can become time-consuming and overwhelming.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Having a set of priorities<\/strong> combined with rules or filters can organize and reduce the overload of information and make it more manageable.<\/li>\n\n\n\n<li><strong>Software and online tools<\/strong> exist to help you gather, analyze andstore your market intelligence, it is often worth outsourcing certain tasks to a third-party firm that can handle all of these requirements and provide unbiased feedback regarding optimal actions to take.\n<ul class=\"wp-block-list\">\n<li>Several outside firms provide, and allow you to oversee, a mix of MR, BI, CI and MI tools and thus can be useful in the gathering as well as the analysis of information.<\/li>\n\n\n\n<li>In addition, such experienced companies can backstop you to be sure you and your colleagues have thought of all the important areas of information that you need as well as a framework for integrating it.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Having a high quality and quantity of information is not enough. <strong>Skillful analysis<\/strong> is important to transform it into intelligence that forms the foundation of optimal decisions.<\/li>\n<\/ul>","protected":false},"excerpt":{"rendered":"<p>Learn more about Market Intelligence and how it can benefit your organization&#8217;s strategy and performance.<\/p>","protected":false},"author":1,"featured_media":62798,"parent":14567,"menu_order":3,"comment_status":"open","ping_status":"open","template":"","meta":{"footnotes":""},"class_list":["post-15166","page","type-page","status-publish","has-post-thumbnail"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/nl\/wp-json\/wp\/v2\/pages\/15166","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/nl\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.sisinternational.com\/nl\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/nl\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/nl\/wp-json\/wp\/v2\/comments?post=15166"}],"version-history":[{"count":5,"href":"https:\/\/www.sisinternational.com\/nl\/wp-json\/wp\/v2\/pages\/15166\/revisions"}],"predecessor-version":[{"id":81432,"href":"https:\/\/www.sisinternational.com\/nl\/wp-json\/wp\/v2\/pages\/15166\/revisions\/81432"}],"up":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/nl\/wp-json\/wp\/v2\/pages\/14567"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/nl\/wp-json\/wp\/v2\/media\/62798"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/nl\/wp-json\/wp\/v2\/media?parent=15166"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}