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Strategy & Market Intelligence terms
Market research, competitive intelligence, sizing and the analyst houses.
Brand health A composite view of how a brand is perceived and performing, combining awareness, sentiment, consideration, and loyalty metrics. Competitive intelligence The systematic gathering and analysis of public information about competitors to inform strategy and decisions. Market share The percentage of total sales in a market or category captured by a specific company, product, or brand. Scenario planning A planning method that builds and stress-tests a small number of distinct, plausible futures rather than a single forecast. Share of wallet The percentage of a customer's total spending in a category that goes to one company rather than its competitors. Social listening Continuously tracking social platforms and public online conversations for mentions of a brand, topic, or competitor, then analyzing themes. SWOT analysis (strengths, weaknesses, opportunities, threats) A framework for assessing a company's internal strengths and weaknesses alongside external opportunities and threats. Total addressable market (TAM) The total revenue opportunity for a product or service if it captured 100% of its potential market.