Market Intelligence
  • 24 Jan 2023
  • 9 Minutes to read
  • Dark
    Light

Market Intelligence

  • Dark
    Light

G2 Market Intelligence empowers you to make smarter go-to-market decisions by leveraging G2 review data to generate real-time insights about your customers, competitors, and market trends.

demo

Once G2 Market Intelligence has surfaced a trend, you can directly segment, refine and export both the corresponding chart data and the underlying G2 review data for deeper analysis.

demo export

Already familiar with the basics of Market Intelligence, including filtering and exporting your data? Select one of the following links to skip to tab-specific documentation.

Basics of Market Intelligence

Market Intelligence groups insights from G2 reviews into three tabs:

  • Satisfaction amplifies the voice of your customers by analyzing several measures of satisfaction from your G2 reviews alongside the same data for your competitors.
  • Win Loss highlights trends in customer churn to place your feedback in the context of your competitive landscape.
  • Pricing and Contracting reveals how customers feel about your product’s price point, and helps you understand how your competitors discount and sell their products.

Data sources

The data for each Market Intelligence graph is sourced from a specific question on the G2 review form. For more information, refer to the Data sources table in the Satisfaction, Win Loss, and Pricing and Contracting sections.

Filtering Market Intelligence data

Each Market Intelligence tab contains a filter panel to help you segment and refine the G2 reviews included in your dataset.

By default, G2 displays Market Intelligence data for the past six months. To adjust your time interval, select one of the default options.

range

G2 also offers the following firmographic filters to help you refine review data:

  • Company Size: Filter by reviewers from small business, mid-market, or enterprise companies.
  • Industry: Filter by reviewers from a specific industry.
  • Category: Filter by reviews left for a specific product category.
  • Region: Filter by reviewers from a specific global region.

Firmographic filters are automatically populated based on your time interval and the products included in your dataset.

example company filter

Firmographic filters are dynamic – selecting an option in one firmographic filter can affect the options available in another filter.

dependent filter

Exporting Market Intelligence data

At any time, you can export your chart data and the corresponding review response data directly to a spreadsheet.

To export the data for every graph on the page, use the Export to... dropdown from the filter panel.

all graphs export

To export the data for a specific graph, hover over the corresponding icon, then select Export to Microsoft Excel.

single graph export

Your downloaded XLSX file contains two sheets, Chart Data and Review Data.

worksheets in excel

Chart data

Exporting your chart data enables you to use your Market Intelligence data to generate your own visualizations, create battle cards, and supplement your existing success metrics.

Each row represents a single data point from the graph(s) included in your export.

sample chart data

Review data

Exporting G2 review data leverages the voice of both your customers and your competitor’s customers to reveal the factors contributing to Market Intelligence trends.

Each row represents one of the G2 reviews used to create the graph(s) included in your export.

sample review data

Satisfaction

Satisfaction analyzes eight measures of customer sentiment to highlight your product’s strengths and weaknesses, and enable you to identify opportunities to outshine competitors.

satisfaction graphs demo

To access Satisfaction, go to my.G2, then navigate to Market Intelligence > Satisfaction.

Getting started with Satisfaction

To get started, search for and select up to five of your competitors using the Competitors dropdown.

choose competitors

By default, G2 populates the Competitors dropdown with the top five products in your main category. You can modify your list of competitors to include any product in a shared product category.

G2 plots your Satisfaction data on line graphs and assigns each of your competitors a unique color to help you visualize trends.

line graph example

Hover over a date on the horizontal axis to preview the corresponding chart data, including the average value and the total number of responses, for each product.

line graph chart data

The data for each Satisfaction graph corresponds to a specific question on the G2 review form. For more information on how this data is collected and reported, refer to the Data Sources section.

G2 represents data points associated with a low number of responses using an open circle.

minimum response threshold

If a product did not receive any responses for a point in time, G2 connects adjacent points with a dashed line to help you extrapolate trends. For example, the product shown in the following image did not receive any NPS ratings in January or February of 2022.

extrapolate missing satisfaction data

For more information on filtering and exporting your Satisfaction data, refer to the Filtering Market Intelligence data and Exporting Market Intelligence data sections.

Data sources: Satisfaction

The following table lists each Satisfaction graph, the corresponding question on the review form, and an example use case.

Graph G2 review form question Example use case
Net Promoter Score (NPS) “How likely is it that you would recommend {your product name} to a friend or colleague?” A high score for a competitor product can identify an opportunity to learn from their product strategy.
Product moving in the right direction “Is {your product name} headed in the right direction?” A high score for your product can increase confidence in your recent product roadmap decisions.
Ease of setup “Was {your product name} easy to set up and rollout?” A low score for your product can identify opportunities to improve implementation steps or supporting documentation.
Ease of doing business with “Has {your product name} been a good partner in doing business?” A low score for your product can indicate that your customer success teams are missing opportunities to address customer concerns.
Meets requirements “Does {your product name} meet all of your requirements?” A low score for a competitor product can indicate an opportunity to highlight your product’s relative strengths in your marketing campaigns. You should download the review data CSV to investigate the missing requirements.
Ease of admin “Is {your product name} easy to administer?” A high score for your product can indicate that your product’s maintenance and deployment process from senior leaders to direct users is intuitive.
Ease of use “Is {your product name} easy to use?” A low score for your product can indicate a need to review your UI/UX design.
Quality of support “Is the support team able to answer your questions or support cases quickly and effectively?” A high score for your product can indicate that your product team has successfully fulfilled their service-level agreement.

Win Loss

Win Loss reveals trends in market share by using G2 review data to highlight the competitor products that you’re replacing, and which competitor products are replacing you.

win loss demo

G2 automatically populates your Win Loss graphs with every competitor product mentioned in the corresponding G2 review questions.

G2 assigns each of your top 10 competitors to a color-coded segment. Data for competitors not in the top 10 are aggregated into an Other segment. You can access the products included in Other by exporting your chart or review data to a CSV.

To access Win Loss, go to my.G2, then navigate to Market Intelligence > Win Loss.

Getting started with Win Loss

The High Level Win Loss panel presents a snapshot of your churn data using circle graphs.

win loss high-level graph

Each segment represents a competitor, and is labeled with the corresponding percent of responses. Hover over a percentage to show the name of the competitor and the total number of responses.

circle graph chart data

To further analyze changes to your market share over time, use the Products Replacing You and Products You Replace stacked bar graphs.

detailed win loss data

Each segment represents a competitor product. Hover over a segment to preview the corresponding chart data, including the competitor product, the percent of total responses, and the total number of responses.

stacked bar graph chart data

You can add or remove competitors from your stacked graphs by selecting their name from the key.

eliminate competitors bar graph

G2 also includes replacement metrics per industry and market segment.

industry and market segment data

For more information on filtering and exporting your Win Loss data, refer to the Filtering Market Intelligence data and Exporting Market Intelligence data sections.

Switching themes

The Switching Themes From Reviews panel highlights common reasons for customer churn by analyzing review response text.

switching themes demo

Themes for both customers who switch to your product and switch away from your product are displayed under the corresponding Products You Replace and Products Replacing You graphs.

The top three themes are shown by default. To access a full list of themes, select See Details.

view all themes

For each theme, G2 reports a snippet from the most recent review associated with the theme. To access the last 10 reviews associated with a theme, select See Details.

view reviews for theme

Select Read Review to access the full review response on G2.com.

read reviews for theme

You can also access your themes and the corresponding review responses from the review data CSV export.

themes in CSV

For more information on exporting review data to a CSV, refer to the Exporting Market Intelligence data section.

Data sources: Win Loss

The following table lists each Win Loss graph and the corresponding question on the review form.

Graph G2 review form question
Products You’re Replacing “What did you switch from?"

Competitor names are sourced from responses to the “What did you switch from?” question on your product’s G2 review form.

Products Replacing You “What did you switch from?”

Competitor names are sourced from responses to the “What did you switch from?” question on your competitors’ review forms.

Switching Themes From Reviews "Reason for switching”

Responses to the "Reason for switching" prompt on your and your competitors’ review forms are analyzed and sorted into themes.

Pricing and Contracting

Pricing and Contracting reveals how customers feel about your product’s price point, and helps you understand how your competitors discount and sell their products.

pricing and contracting demo graphs

To access Pricing and Contracting, go to my.G2, then navigate to Market Intelligence > Pricing and Contracting.

Getting started with Pricing and Contracting

To get started, search for and select up to five of your competitors using the Competitors dropdown.

choose competitors

By default, G2 populates the Competitors dropdown with the top five products in your main category. You can modify your list of competitors to include any product in a shared product category.

G2 plots your Pricing and Contracting data on line graphs and assigns each of your competitors a unique color to help you visualize trends.

line graph chart data

Hover over a date on the horizontal axis to preview the corresponding chart data, including the average value and the total number of responses, for each product.

line graph chart data

G2 represents data points associated with a low number of responses using an open circle.

minimum response threshold

If a product did not receive any responses for a point in time, G2 connects adjacent points with a dashed line to help you extrapolate trends. For example, the product shown in the following image did not receive any Perceived Cost ratings in June of 2022.

extrapolate pricing and contracting data

For more information on filtering and exporting your Pricing and Contracting data, refer to the Filtering Market Intelligence data and Exporting Market Intelligence data sections.

Data sources: Pricing and Contracting

The following table lists each Pricing and Contracting graph and the corresponding question on the review form.

Graph G2 review form question
Perceived Cost “Is this product expensive?”
Average Discount Given “What percent discount did you receive?”
Average Contract Length “What is the term of your contract?”

On the G2 review form, reviewers are asked to select their discount and contract length from a list of preset ranges.

review form ranges example

To simplify data analysis, G2 converts each range to a single average value. For example, if a user selects a discount of “11-20%”, G2 uses 15% in your chart data.


What's Next