PICA operates through its 22 offices on four continents to understand different markets, the competition, demographics, politics, legal and illegal regulation and barriers to commerce.  It monitors markets and product and advertising success, buying habits and competitive research utilizing the latest in data mining, data analytics and benchmarking best practices and technologies to include focus groups, formal and informal consumer surveys and digital tracking.

PICA performs SWOT analysis on companies, their partners and competitors identifying strengths, weaknesses, opportunities and threats on all sides of the market dynamic.  It identifies market trends and factors using predictive analytics and intelligence from “boots on the ground” operatives that provide “man-in-the-street” level information.  PICA also increasingly makes use of new technology monitoring through digital media.