Competitive intelligence "involves identifying similar companies in the area that provides the same, or similar, products or services. It can also involve identifying alternative choices where consumers might spend their available money" (source, p. 334).

Information found within industry reports will often include information about companies that are major players in the market, as well as analysis of the competitive environment, but there are many other sources that can help you understand your competitive market - including your competitors' web and social media presence.