How to Gather Competitive Intelligence

Ready to gather competitive intelligence (CI) and make it work for your organisation?

 

Almost all markets are subject to change. Which means the organisations within them must change too. They must be ready to adapt and evolve to meet their customers’ needs and expectations.

 

In fact, a staggering 96% of firms are currently undergoing transformation. While in the last two years, half have finished at least one transformation journey.

 

And it’s hardly surprising. Organisations that excel at change deliver 2x the total shareholder return and between 1.5x and 3x revenue growth.

 

But what informs the changes they make?

 

If they’re in response to market and competitor changes, then it stands to reason that organisations must stay well informed. Which is why intelligence gathering has become an essential activity across all sectors.

 

This article will look at the key steps in gathering, analysing and using CI to gain a competitive advantage.

 

What is Competitive Intelligence?

 

Competitive intelligence is the process of collecting, analysing and using information about competitors. It can also cover market and industry trends – although this may be to as ‘market intelligence’.

 

The insights gathered through a competitive intelligence activity helps organisations make informed decisions. They can predict market shifts, respond to risks and stay ahead of competitors. CI involves monitoring competitors’ activities to understand their strengths and weaknesses. Plus, to identify opportunities and threats within the market.

 

Reasons to Gather Competitive Intelligence

 

Informed Decision-Making

Markets move fast. Innovators disrupt the status quo. While technology transforms industries and functions. For any growing organisations, it’s no longer viable to make decisions on instinct. They need more. And that’s where gathering competitive intelligence is powerful. It helps them make decisions based on meaningful data. No more shots in the dark. Just informed, intelligent decisions.

 

Strategic Planning

While CI is built on real-time actionable data, its value goes beyond the here and now. Successful companies are a step ahead because they make strong strategic choices. To gather competitive intelligence is to build a deep understanding of the competitive landscape. From positioning to messaging to sales approach, CI can be a proactive tool.

Identifying Opportunities

Ever wondered why some organisations see opportunities before others? Analysing competitors’ successes and failures, provides insights into the market. From untapped markets to underserved audiences, CI can reveal where to invest time and money. It can guide product development, marketing strategies and sales approaches. So that key opportunities don’t get missed.

 

Risk Mitigation

Every organisation in a competitive market faces threats and risks. As with opportunities, if an organisation doesn’t see a risk coming, it could spell danger. A deeper and up-to-date picture of the market offers a map for navigating around problems. It can help an organisation protect and grow its revenue while others struggle.

 

 

Types of Competitive Intelligence to Gather

 

Market Intelligence

Market intelligence involves gathering information about market trends, customer preferences and industry developments. This type of intelligence helps businesses adapt to changing conditions and customer demands.

 

Examples:

• Trend Analysis. Monitoring shifts in consumer behaviour, such as the increasing demand for sustainable products.
• Economic Indicators. Tracking economic data like inflation rates, employment statistics and consumer spending.
• Regulatory Changes. Keeping abreast of new regulations and policies affecting the industry.

 

Competitor Analysis

Competitor analysis focuses on monitoring competitors’ strategies, strengths, weaknesses, and market positioning. It provides insights into competitors’ activities. Which allows businesses to anticipate their moves and respond effectively.

 

Examples:

• Marketing Campaigns. Analysing competitors’ campaigns, including social media, content marketing and promotions.
• SWOT Analysis. Evaluating competitors’ strengths, weaknesses, opportunities and threats.
• Strategic Moves: Monitoring significant business decisions, such as mergers, acquisitions or partnerships.

 

Product Intelligence

Product intelligence involves analysing competitors’ products and services. This includes features, pricing and customer feedback. It helps businesses identify opportunities for innovation and improvement.

 

Examples:

• Feature Comparison. Comparing the features of competitors’ products to identify gaps or areas for improvement.
• Pricing Strategies. Studying how competitors price their products, including any discount strategies or loyalty programmes.
• Customer Reviews. Analysing customer feedback on competitors’ products to identify strengths and weaknesses.

 

Customer Intelligence

Customer intelligence involves understanding customer behaviour, preferences and feedback. Social media, reviews and direct customer interactions provide insights. These inform choices about products and services.

 

Examples:

• Social Media Analysis. Monitoring conversations and trends on platforms like Twitter, Facebook and Instagram.
• Customer Surveys. Conducting surveys to gather direct feedback about customer satisfaction and preferences.
• Review Sites. Analysing reviews on platforms like Amazon, Yelp and TripAdvisor to understand customer opinions. About your products and those of your competitors.

 

By gathering these types of competitive intelligence, businesses can make informed decisions. They can then stay ahead of competitors and better meet the needs of their customers.

 

 

Using AI to Gather Competitive Intelligence

 

AI has revolutionised the way organisations gather competitive intelligence. Traditional methods of CI are often time-consuming and labour-intensive. But AI offers a more efficient and accurate approach. Here’s how AI can enhance the CI process:

 

Real-Time Data Collection

AI-powered tools can track competitors’ activities in real-time, providing up-to-date information. This ensures businesses have the latest insights at their fingertips. They can use them to respond to market changes intelligently and quickly.

 

Automated Analysis

AI algorithms can process vast amounts of data quickly and accurately. They can identify patterns and trends overlooked through manual analysis. This leads to deeper insights and more informed decision-making. Combining human analysis with AI analysis can also give you a higher level of insight.

 

Customisable Reports

AI tools offer customisable reports tailored to specific business needs. Focusing on the most relevant data means organisations make informed decisions.

 

Cost-Effective Solutions

AI tools can be more cost-effective than traditional methods. They streamline the data collection and analysis process, saving time and resources.

 

Unique Insights. AI-powered CI tools provide unique insights that competitors might not have access to. This gives businesses a competitive edge in their market.

 

How to Analyse the Competitive Intelligence You Gather

 

1. Identify Key Metrics

Determine the key metrics that are most relevant to your business goals. These might include market share, customer satisfaction, product performance or competitor activities. This clarity will ensure you dedicate your time, energy and resources to the right areas of focus.

 

Examples:

• Market Share. Track how your market share compares to competitors over time. Identify trends and shifts.
• Customer Satisfaction. Use Net Promoter Scores (NPS) and other customer feedback metrics. Gauge satisfaction relative to competitors.
• Product Performance. Analyse metrics like sales volume, return rates and product usage statistics. Understand how your products perform against competing offerings.
• Competitor Activities. Track competitors’ marketing campaigns, product launches and pricing strategies. Stay informed about their tactics.

2. Use Data Visualisation Tools

Data visualisation helps you present data in a clear and understandable way. Charts, graphs, and dashboards highlight trends and patterns. This makes it easier for you and others to identify actionable insights.

 

Examples:

• Heatmaps. Visualise customer engagement on your website. Understand which areas are most and least effective.
• Trend Graphs. Plot market trends over time. See how changes correlate with your business activities.
• Competitive Benchmarking Dashboards. Create dashboards that compare your key metrics with those of your competitors. Identify areas of strength and weakness at speed.

3. Benchmark Against Competitors

Compare your performance against competitors to identify strengths and weaknesses. This helps you understand where you stand in the market and how you can improve.

 

Examples:

• Feature Comparison Matrices. Use matrices to compare product features side-by-side with competitors. Identify gaps in your offerings.
• Pricing Analysis. Compare your pricing strategies with those of your competitors. Determine if you are competitively positioned.
• Customer Reviews Analysis. Analyse customer reviews and ratings of your products versus competitors. Pinpoint areas for enhancement.

4. Conduct SWOT Analysis

Perform a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) to evaluate your competitive position. It can help you identify areas for growth and areas that need improvement.

 

Examples:

• Strengths. Identify your core competencies and advantages, such as brand loyalty or unique technology.
• Weaknesses. Recognise areas where you fall short, such as limited market presence or higher prices.
• Opportunities. Spot potential areas for growth, such as emerging markets or untapped customer segments.
• Threats. Be aware of external factors that could harm your business. Including new regulations or aggressive competitors.

5. Collaborate with Cross-Functional Teams

Share the insights gathered with relevant departments. This could include marketing, sales, product development and customer service. Collaboration ensures that the intelligence strengthens the entire organisation’s position.

 

Examples:

• Marketing Teams. Provide data on competitor campaigns to refine your marketing strategies.
• Sales Teams. Share insights on competitor pricing and sales tactics to improve your sales pitch.
• Product Development. Offer feedback on competitor products to inspire new features or improvements.
• Customer Service. Give customer service teams knowledge about competitor strengths and weaknesses. Help them address customer concerns.

6. Continuous Monitoring

Competitive intelligence is not a one-time task. Continuous tracking is essential to stay updated with market changes and competitor activities. Regularly review and update your CI processes and strategy to keep it relevant.

 

Examples:

• Market Trend Reports. Subscribe to industry reports and updates to stay informed about ongoing market trends.
• Competitor News Alerts. Set up alerts for news about competitors. Catch any significant changes or announcements quickly.
• Performance Dashboards. Maintain real-time dashboards that continuously track key metrics and update automatically.

 

By implementing these methods, you can transform raw competitive intelligence into actionable insights. These insights can drive strategic decision-making and provide a competitive edge.