Competitive intelligence emerges from information gathered from the World Wide Web, survey data, and product purchase data. We gather data from the web in an automated fashion, learning about companies and products. These data are complemented by survey data showing buyer ratings of companies and brands.

In business-to-consumer commerce, extensive ratings data may be obtained from primary marketing research. Consumer respondents reveal their awareness of and experiences with companies, brands, and products. They reveal brand preferences and willingness to pay for products.

We employ sophisticated measurement methods, moving beyond preference ratings to assess perceived utilities of brands and products. We note relationships between consumers and brands, showing observed ratings or estimated utilities. Each consumer survey builds on results from past surveys.

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