Unlocking Insights at the Intersection of Competitive Intelligence, Tracker Research, and Interwave Research
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Are you simply reacting to market changes, or shaping them? Discover how integrated research combining trackers, competitive intelligence, and ad hoc studies drives proactive, winning strategies.
By: Corey Wagner, Vice President, Enterprise Sales
No single research method can answer every business question. During my time at a global leader in competitive intelligence, I saw firsthand how brands can miss critical opportunities by relying on just one type of insight. It’s not enough to know what’s happening—you need to know why and how to act on it.
That’s why blending tracker research, competitive intelligence, and ad hoc studies is so powerful. Together, they provide a complete picture: where the market stands, where it’s headed, and how your brand can lead the way.
Imagine you’re leading marketing for a fast-growing skincare brand. Your tracker research shows a drop in brand consideration, while a competitor’s eco-friendly product line is making waves. What’s your next move? Tracker research alerts you to the decline. Competitive intelligence reveals why—your competitor’s sustainability strategy is resonating. And ad hoc research digs deeper, uncovering how your audience perceives your brand versus theirs and whether sustainability is a priority for your target consumer.
This intersection of methods empowers you to take decisive action—whether it’s refining your messaging, innovating your product offering, or repositioning your value proposition. Let’s explore why these three research methods are essential for brands looking to thrive in today’s ever-changing landscape.
The Role of Competitive Intelligence
Competitive intelligence is all about staying ahead of the competition. By tracking your competitors’ strategies, product launches, and marketing efforts, you can uncover critical opportunities or threats.
For instance, competitive intelligence helps answer questions like:
How are competitors positioning their products or services?
Are there gaps in the market they’re not addressing?
What’s driving consumer excitement around their campaigns or offerings?
Imagine you notice a rival skincare brand gaining traction with a new eco-friendly line. Competitive intelligence helps you analyze what’s resonating—whether it’s their messaging, price point, or sustainability claims—and gives you the insight to adjust your strategy accordingly.
However, competitive intelligence alone doesn’t paint the full picture. This is where tracker research comes in.
How Tracker Research Connects the Dots
Tracker research monitors key metrics like brand awareness and favorability, over time, helping you understand how your brand is performing in a changing market. Think of trackers as an early warning system—they alert you to shifts caused by market trends or competitive activity.
For example:
A dip in brand consideration could signal that a competitor’s campaign is gaining traction.
A surge in favorability might confirm that your new messaging is hitting the mark.
But trackers provide a macro view—they highlight trends without always explaining why they’re happening. That’s where interwave or ad hoc research adds clarity.
The Granularity of Interwave and Ad Hoc Research
When you need to dig deeper into the “why” behind tracker data, interwave and ad hoc research provide the answers.
Interwave Research
Interwave studies are embedded within existing trackers, offering deeper insights without interrupting the flow of your ongoing data collection. For example:
If your tracker shows a competitor’s campaign gaining awareness, an interwave study can explore what consumers like about their messaging or product.
If your Net Promoter Score dips, interwave research can identify specific pain points by gathering feedback from detractors.
Ad Hoc Research
Ad hoc studies, on the other hand, are one-off projects that tackle new or urgent questions. They’re perfect for exploring uncharted areas, such as:
Testing new product concepts to see how they compare to competitors.
Understanding consumer sentiment during a major market disruption.
Both methods complement tracker research by providing actionable, detailed insights when and where you need them most.
Why Combining These Methods Is Essential
Integrating competitive intelligence, tracker research, and interwave/ad hoc research ensures a complete view of the market—and empowers your team to take proactive, data-driven action. Together, they help you:
Stay Proactive, Not Reactive
Trackers identify shifts, competitive intelligence explains what’s driving them, and interwave research provides the depth to act with precision.Seize Opportunities for Innovation
Spot unmet market needs through trackers and competitive intelligence, and use ad hoc research to design solutions that resonate.Refine Campaigns and Products
Understand what’s working (or not) in your marketing and product efforts by comparing your performance against competitors’.
How Suzy Powers an Integrated Research Approach
Suzy’s agile platform streamlines this entire process, making it easier than ever to combine competitive intelligence, tracker research, and interwave/ad hoc studies:
Real-Time Insights: Conduct research in days, not weeks.
Dynamic Flexibility: Layer interwave studies seamlessly onto existing trackers.
Granular Targeting: Segment audiences to uncover deep insights.
Competitive Benchmarking: Compare your brand’s performance against competitors with precision.
This integrated approach equips your team with the tools to make smarter, faster decisions in today’s fast-changing market.
To thrive in a competitive landscape, brands must leverage the combined power of competitive intelligence, tracker research, and interwave/ad hoc studies. Together, these methods create a comprehensive framework for uncovering opportunities, addressing challenges, and staying ahead of the curve. With Suzy’s platform, you’re not just tracking the market—you’re shaping it. Ready to lead the way? Let’s talk.
