Competitive Intelligence explainer and guide

What is Competitive Intelligence?

Avoid surprises

  • News
  • Views
  • Truth
  • Relevant analysis

How to start a Competitive Intelligence project

Ask the right questions

  • What do you need to know to solve a problem?
  • What’s the problem?
  • And what’s the decision-maker trying to accomplish.
  • Who is the decision-maker?
  • How can we limit uncertainty for the decision-maker?
  • Avoid a yes/no question
  • Would a non-expert understand the question?
  • Summarise the problem in one sentence of no more
  • Make sure the question is inclusive — broad enough to cover what we think we’ll need to cover, but narrow enough to provide a useful answer?
  • Do the questions meet your needs?

What are the drivers?

  • Create a list of between 6–10 driver that covers what you need to answer the question
  • Then ascertain if every driver linked to the questions asked, or is there anything peripheral?
  • And make a basket for each driver to put associated into them.

On the right track?

  • Metrics that will help understand if you are on the right track?
  • Set a metric with a time frame and measurability than three lines.

Your needs


The mission

The questions

Actions on


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