The objective of the present study is to design a marketing intelligence model grounded in new product development within the lighting industry. In terms of purpose, this research is classified as applied, and regarding data collection, it falls under descriptive research with a thematic analysis approach. Data were gathered through open-ended questions via in-depth, semi-structured interviews with experts in the country's lighting industry within the marketing and sales domain. Participants were selected from the statistical population using snowball sampling until theoretical saturation was reached, resulting in a sample size of 10 individuals. For data analysis, open, axial, and selective coding methods were employed. Consequently, 53 basic themes, 13 organizing themes (components), and 5 global themes (dimensions) were identified. The dimensions encompass Market Intelligence, Customer Intelligence, Competitive Intelligence, Technological Intelligence, and Business Intelligence. The dimensions of marketing intelligence based on new product development include: Market Intelligence, Customer Intelligence, Competitive Intelligence, Technological Intelligence, and Business Intelligence. Furthermore, the components of each marketing intelligence dimension are as follows: Market Intelligence (company behavior towards competitors in the market and understanding customer needs); Customer Intelligence (customer feedback regarding products, buying behavior analysis, customer segmentation); Competitive Intelligence (company readiness regarding competitors' market orientations, identifying and covering competitors' market gaps, marketing strategy relative to competitors); Technological Intelligence (new technologies, energy productivity, and standards); and Business Intelligence (profitability analysis of existing products, sales forecasting for new products, and optimal selection of distribution channels).