In today’s ever changing business environment, making critical decisions without sufficient information is a typical problem that every company face. While information is unlimited, time and budgets are the real constraints. Business professionals of late are making complex decisions based on imperfect information which leads to poor results. As a matter of fact today’s managers are far more accountable to stakeholders than in the past—they cannot afford to be wrong about major decisions that put significant assets at risk. Typical among these critical business decisions are those that deal with launching a new product line, entering a new market and many more. Traditionally, companies have engaged market research to address these needs. But the fast moving trends and dynamism in marketplace require a dynamic rather than static view of the market—market intelligence rather than market research.