An opponent, especially in a commercial market: competitor The gathering and analysis of information about what people want: market research The extent to which the public are aware of a product, company or brand: brand awareness Results that are based on conjecture or incomplete facts or information: speculative results Care, thoughtfulness, lack of haste, and close attention: caution The bringing together of businesses or business activities into a single unit: consolidation A profitable business or product with low overhead: cash cow Able to adjust easily to a new environment or different conditions: adaptability