After reviewing target audience research for a new campaign launch, what is the best type of data to consult from a competitive standpoint?

The best type of data to consult from a competitive standpoint after reviewing target audience research for a new campaign launch is brand category landscape data. This type of data provides insights into the competitive dynamics within a specific industry or market segment. It allows you to understand how different brands position themselves, who the main competitors are, and what strategies they employ.

By analyzing the brand category landscape, marketers can identify trends, gaps, and opportunities within the market. It also helps in evaluating competitors' strengths and weaknesses, which can inform strategic decisions for the campaign. For example, understanding where competitors are excelling can shape how your brand distinguishes itself and where it might find an advantage.

In contrast, while market share data indicates the percentage of sales held by different competitors, it does not provide as extensive a picture of positioning or brand strategies. Audience demographics focus primarily on who the audience is rather than how competitors relate to each other in the market. Saturation rates describe how much a market is filled with a particular product or service but do not offer insights on competitive behaviors and brand positioning.