Collection Phase in Competitive Intelligence

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Competitive Intelligence > Best Practices

vivek raghuvanshi
We can distinguish 3 type of activities in the collection (gathering) phase of competitive intelligence:
  1. Passive Intelligence (by drawing from various internal and external information systems).
  2. Semi-active Intelligence (elicitation through telephone and email).
  3. Active Intelligence (by human interpretation).
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  Jaap de Jonge, Editor, Netherlands

How to Gather Competitive Intelligence

  1. Use your sales force. Your sales reps can be a very good source for information on products improvement, marketing strategies as well as in finding new products which might be needed in the market. They have many interactions with the customers.
  2. Use your channel partners, distributors.
  3. Use your network, including competitors.
  4. Use external help, like a market research firm or companies like Nielson and IMRB.
  5. Use the internet, like Twitter, Facebook and also perhaps special social media monitoring software or agencies that map various social media platforms for their clients.
  6. Use a customer focus group or customer advisory panel.

More on Competitive Intelligence
What is Competitive Intelligence? Definitions
🔥Strategic Intelligence, Competitive Intelligence and Business Intelligence
Creating a Simple Marketing Information System
Best Practices
Collection Phase in Competitive Intelligence
🥈Conditions for Competitive Intelligence
Special Interest Group Leader

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