Research Article
From Data to Meaning: Integrating Market Intelligence and Sensemaking into Strategic Decision-Making
- 1IIC University of Technology, Cambodia
- 2Rheinische Hochschule Köln, Germany
International Journal of Psychology and Strategic Communication, Vol. 2, No. 2, pp. 185–193, 2026
Published 20 July 2026
https://doi.org/10.61030/TENI9339
- review
- double-blind
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- open
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- CC-BY-4.0
- year
- 2026
- doi
- registered
Abstract
This article examines the interplay of market intelligence and sensemaking to support strategic decision-making in dynamic markets. The study addresses the central research question: "To what extent and in what form does market intelligence support strategic decision-making in dynamic markets with the help of sensemaking theories?". In view of the increasing complexity caused by digitization and volatile competitive conditions, traditional decision-making models are reaching their limits. By means of a systematic literature review along the PIPO model (Purpose-Input-Process-Output), the study analyzes how the integration of market intelligence and sensemaking reduces uncertainties and contributes to adaptive decision-making processes. The results of the study suggest that market intelligence as a data-based input instance and sensemaking as an interpretive instance are complementary components of an integrative decision-making model that can sustainably promote the strategic ability of companies to act. The present approach contributes to strategic decision-making by demonstrating how integrative theoretical decision-making can take place that combines analytical tools and organizational meaning-making.
Keywords: Market Intelligence, Sensemaking, Strategic Decision-Making, Dynamic Markets, PIPO Model, VUCA
Title
From Data to Meaning: Integrating Market Intelligence and Sensemaking into Strategic Decision-Making
Journal / Publisher Details
Abstract
This article examines the interplay of market intelligence and sensemaking to support strategic decision-making in dynamic markets. The study addresses the central research question: "To what extent and in what form does market intelligence support strategic decision-making in dynamic markets with the help of sensemaking theories?". In view of the increasing complexity caused by digitization and volatile competitive conditions, traditional decision-making models are reaching their limits. By means of a systematic literature review along the PIPO model (Purpose-Input-Process-Output), the study analyzes how the integration of market intelligence and sensemaking reduces uncertainties and contributes to adaptive decision-making processes. The results of the study suggest that market intelligence as a data-based input instance and sensemaking as an interpretive instance are complementary components of an integrative decision-making model that can sustainably promote the strategic ability of companies to act. The present approach contributes to strategic decision-making by demonstrating how integrative theoretical decision-making can take place that combines analytical tools and organizational meaning-making.
Keywords
Market Intelligence, Sensemaking, Strategic Decision-Making, Dynamic Markets, PIPO Model, VUCA
Full Article (PDF)
Cite this article
Dietmar Pfaff, & Franziska Abels (2026). From Data to Meaning: Integrating Market Intelligence and Sensemaking into Strategic Decision-Making. International Journal of Psychology and Strategic Communication, 2(2). https://doi.org/10.61030/TENI9339
Dietmar Pfaff, & Franziska Abels (2026) 'From Data to Meaning: Integrating Market Intelligence and Sensemaking into Strategic Decision-Making', International Journal of Psychology and Strategic Communication, 2(2). Available at: https://doi.org/10.61030/TENI9339
Dietmar Pfaff, & Franziska Abels. "From Data to Meaning: Integrating Market Intelligence and Sensemaking into Strategic Decision-Making." International Journal of Psychology and Strategic Communication 2(2) (2026). https://doi.org/10.61030/TENI9339
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