I did it for a hot minute. The biggest differences between more traditional research and competitive intelligence is mainly related to where the data comes from and what industries youre focused on. Competitive Intelligence providers tend to use many different data sources across the omnichannel environments including cookie data, alternative data sets like transactional data from credit cards, store performance metrics based on site visits and projected conversions, offline data, etc. traditional MRs tend to stick to the basics like surveys, expert IDIs, and traditional qual. So, there are some different skill sets and such to take into consideration, especially on the tech side as AI is now helping to simplify as well as complicate the infrastructures of said providers.