Typical Focus

External

External

Typical Orientation

Strategy-, tactics-, technology-, and/or target-oriented

Tactics-oriented

Typical Tools

Qualitative and quantitative

Largely quantitative

Source of Tools

Adapted from market research, planning, benchmarking, and so on.

Largely developed first for market research

Relative Perspectives

Macro- and micro-level

Largely micro-level

Time Horizons

Historical, current, and long-term future

Historical and current; occasionally near term future

Targeting

Constantly redefined by end users

Relatively stable