Market Intelligence in India: What It Is, Where It Comes From and Where Surveys Fit
What market intelligence is, how it differs from market research, the four jobs it covers, sources to use in India and a one-page intelligence brief template.
In shortMarket intelligence is the ongoing collection and analysis of information about your market, competitors, customers and products to support decisions. Market research is a project that answers one question, usually with new primary data. Intelligence draws on public statistics, competitor signals and customer data; surveys add the fresh customer view. Write a one-page brief that states the question, evidence, confidence and action. Hercules Works supplies the survey part for Indian consumers.
Contents
Intelligence Is a Habit, Research Is a Project
People use "market intelligence" for anything from a news alert to a paid database. A useful working definition: it is the ongoing practice of collecting and analysing information about your market so that decisions are made with evidence. It is broader than a survey and slower to build than a one-off study.
This guide separates intelligence from research, lists four jobs and the sources for each in India, and gives a brief template. The jobs and the source table are our framework, not an industry standard.
Market Intelligence Versus Market Research
| Market intelligence | Market research | |
|---|---|---|
| Rhythm | Continuous | A project with a start and an end |
| Question | What is changing in my market? | One specific question, such as which pack to launch |
| Data | Mostly existing: statistics, competitor signals, customer data | Mostly new primary data, such as a survey |
| Output | Alerts and a regular brief | A report with an answer |
They work together. Intelligence tells you what to ask. Research gives you evidence you cannot find in existing sources.
Four Jobs and Where the Evidence Comes From
| Job | Question | Typical sources | Limit |
|---|---|---|---|
| Market | How big, how fast, where? | Government and regulator statistics; industry reports; our consumer market analysis method | Often national, dated and not about your segment |
| Competitor | What are rivals doing? | Their websites, pricing pages, app stores, filings, news, ad libraries | Shows actions, not why |
| Customer | What do people want and think? | Surveys, interviews, reviews, support tickets | Needs a defined audience |
| Product | How does the offer compare? | Product tests, feature comparisons, concept tests | Needs a design |
In India, regulators publish useful series. The Telecom Regulatory Authority of India publishes monthly subscription reports. Check the date and the definition before you rely on any figure.
Where a Survey Fits
A survey fills the customer job. Use it when the question is about attitudes, choices or intent that no existing source records: why customers pick a brand, what they will pay, how they react to a concept. See usage and attitude surveys and the decision map.
A survey is not a competitor-tracking tool. It does not scrape rival sites or read their sales. Use public sources and ethical methods for that part, and follow the ICC/ESOMAR Code for any research involving people.
A One-Page Intelligence Brief
| Section | Write |
|---|---|
| Question | The decision this brief supports |
| What changed | Two or three facts, each with a source and date |
| Evidence | Table of sources: statistic, competitor signal, customer data |
| Confidence | High, medium or low, and why |
| Gap | What we do not know yet, and whether a survey could answer it |
| Action | What we will do, who owns it, by when |
Date every figure. Keep the brief to one page so it is read, and review it on a fixed rhythm.
Running This Study on Hercules
If the gap in your intelligence is the consumer view in India, this is a survey of category users at list price. It supplies customer evidence, not competitor tracking.
| Step | Plan | Responses | Price per response | Cost |
|---|---|---|---|---|
| Test the questionnaire | Free | 30 | ₹0 | ₹0 |
| Small pilot | Plus | 100 | ₹150 | ₹15,000 |
| Main study | Pro | 400 | ₹120 | ₹48,000 |
Pro is sold in bundles of 400 to 1,000 responses and costs 20% less per response than Plus. Enterprise plans come with a dedicated research team and are priced on request.
The SuperJ network has a 25M+ consumer footprint. The survey-eligible panel is a subset, and availability depends on your targeting. Members complete Aadhaar-based KYC once, and each study receives a zero-knowledge proof of verification. Surveys run in as many Indian languages as the study needs. Quality checks flag speeders, straight-lining and inconsistent answers. Read /panel-methodology and pricing.
The limit: the app reaches smartphone users only, so offline households need face-to-face fieldwork.
Frequently asked questions
What is market intelligence?
The ongoing collection and analysis of information about your market, competitors, customers and products so decisions rest on evidence.
What is the difference between market intelligence and market research?
Intelligence is continuous and draws on existing sources. Research is a project that answers one question, usually with new primary data such as a survey.
What are the sources of market intelligence in India?
Regulator and government statistics, industry reports, competitor websites and filings, news, customer reviews and surveys. Check each source's date and definitions.
Can a survey be used for competitor analysis?
For the consumer view of competitors: awareness, preference and switching. It cannot see rivals' sales or plans.
How often should I update market intelligence?
On a fixed rhythm that matches how fast your market moves, with a dated one-page brief. Run a survey when the brief shows a gap that data cannot fill.
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