02 — Capability · BC-410
Market Insight
Know the market the organization competes in and the customers it serves — who they are, what they need, how they decide and where the market is heading — so strategy, product and marketing choices rest on evidence rather than on the loudest opinion in the room.
- Market Intelligence
- Customer Insight
- Market Research
- Competitive Intelligence
In scope
- Market sizing, segmentation and competitor tracking
- Primary and secondary customer research and the panels it draws on
- A unified view of the customer and the segments and scores built on it
- Turning findings into insight that decision makers actually use
Out of scope
- Measuring the experience of existing customers after a purchase (see BC-460)
- Shopper and consumer research specific to retail categories (see BC-1360)
- The data platform and governance that insight runs on (see BC-750)
Realized by · 1
- Salesforce · Data Cloudpartial via BC-410.30
Used in · 2
- Lead-to-Cash · 01 Generate & Qualify via BC-410.30
- Idea-to-Product · 01 Discover & Frame via BC-410.20
Build it · 0
- Nothing in the library points here yet.
Decomposes into · 4
- BC-410.10Market & Competitor IntelligenceSee the size and shape of the market, who else is in it and what is changing, early enough to act on it rather than read about it afterward.
- BC-410.20Customer ResearchLearn directly from current and prospective customers what they need, how they choose and what gets in the way, using methods matched to the question rather than to habit.
- BC-410.30Customer Data & SegmentationHold one trustworthy picture of each customer across every touchpoint, and derive from it the segments and scores that marketing, sales and service act on.
- BC-410.40Insight Synthesis & DistributionTurn research and intelligence into findings that answer a decision, reach the people making it and stay findable afterward, so the organization learns once instead of repeatedly.