Most sources (70%-80%) for CI are secondary (not first hand), such as newspapers, journals, press releases, ads, web sites, etc. Primary sources (first hand) include interviews, surveys, and other direct research techniques.
CI should try to enlist in-house experts. Larger companies should create and maintain a Yellow Pages of in-house experts.
CI Professionals live by their rolodexes – the contacts and sources for completing their CI Projects.
If you wouldn’t want your actions reported on the front page of the newspaper your mother or your child reads, don’t do it.
Over 95% of information that is required is publicly available from open sources. If managers plan ahead and maintain best practice CI systems, it is not necessary to undertake illegal or unethical activity.