Analysing weak signals for competitive & marketing intelligence

Arthur Weiss Case Studies, Competitive Intelligence, Competitive Strategy 6 Comments

There is an approach to analysing weak competitive intelligence signals that can help sort the wheat from the chaff. When you have a collection of weak signals don’t treat them all the same but categorise them, and then examine the source and why the information became available. 4-corners analysis and hypothesis testing can then be used to make decisions based on weak signals.

Analysing weak signals for competitive & marketing intelligence

Arthur Weiss Case Studies, Competitive Intelligence, Competitive Strategy Leave a Comment

There is an approach to analysing weak competitive intelligence signals that can help sort the wheat from the chaff. When you have a collection of weak signals don’t treat them all the same but categorise them, and then examine the source and why the information became available. 4-corners analysis and hypothesis testing can then be used to make decisions based on weak signals.

Dissing the competition through dirty tricks!

Arthur Weiss Competitive Intelligence Leave a Comment

An article in the New Zealand Herald – Cloak & Dagger Tactics Hit the Office gives an interesting perspective on how dirty tricks, espionage and other unethical practices can hurt companies. Unfortunately there is nothing new in the idea that competitors and others can deliberately aim to hurt rival organizations using unethical and illegal approaches. Competitive intelligence (CI) is primarily about finding information on your competitive environment – competitors, customers, suppliers as well as general business trends that could impact you. (AWARE‘s brief guide to competitive intelligence tells you more about this). One common technique is to identify the key intelligence topics (KITs) that you need to focus on to give you that competitive edge. These KITs will are aimed at helping you understand competitor strategies and the reasons competitors are doing what they are doing – as one example. One topic that all organizations should look at is what …