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Optimize Competitive Intelligence Collection: From Public Intelligence to Human Intelligence

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Learn how to collect competitive intelligence incrementally by climbing up and down the collection continuum from OSINT, Internet searching, paid databases, social media, and through talking to your human network, humint. Win/Loss analysis, trade show collection.

Published in: Business, Technology
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Optimize Competitive Intelligence Collection: From Public Intelligence to Human Intelligence

  1. 1. Optimize CI Collection: Where PubINT Meets Humint Ellen Naylor: +1-303-838-4545 ellen@thebisource.com www.thebisource.com http://cooperativeintelligenceblog.com http://twitter.com/EllenNaylor www.linkedin.com/in/ellennaylorcoloradoJune 2016 ©The Business Intelligence Source
  2. 2. Collection Continuum Public Intelligence Social Intelligence Human Intelligence June 2016 ©The Business Intelligence Source
  3. 3. Public Intelligence – Passive Collection Open Source information Executive Profiles Newswires The Deep Web Corporate/Executive Affiliations Trademarks Patents Court Cases Government Press Releases Public Records Industry Sites Financials Annual Reports M&A Activity Company Websites Regulatory Politics Gray Literature Scientific Papers June 2016 ©The Business Intelligence Source
  4. 4. Source: Cynthia Lesky: “Business Research in the Age of Truthiness”
  5. 5. Healthy Skepticism: PubINT + • Knowledge Building • Cost Effective • Less Risky • Convenient • Quick • Ethical compromises less likely - • Accuracy • Timeliness • Bias • Human Error • Purposeful Deceit June 2016 ©The Business Intelligence Source
  6. 6. Resources: Free or Fee? • 67% use free; 53% commercial, 26% a mixture • 32% constantly use tools: filter/receive alerts • Commercial: LexisNexis, SharePoint, Salesforce, Intelligence Suite, Excel, Bloomberg, Factiva and Yammer • Free: Google, Google Alerts, Google Reader, RSS, LinkedIn, Twitter and Dropbox • Free Tools Only: 48% - Europe; 25% N America • Analysts use free more than senior level analysts • PCs most used: 78% Source: Tools for CI. May 2013. Info Today Europe: 149 CI practitioners in Europe, N America, L America & Caribbean
  7. 7. Source: August Jackson @IntelCollab: “How to Monitor Social Media for Indicators of Industry and Market Change”
  8. 8. 2006 Social Media
  9. 9. June 2016 ©The Business Intelligence Source
  10. 10. Social Media: Interactive + • Expand Reach • Accelerate Reach • Check Sources • Cross-check • Dialog with Many • Small World - • Time consuming • Self appointed “Experts” • Security • Ethics • Connect back to YOU! June 2016 ©The Business Intelligence Source
  11. 11. • Networking • Interviews • Trade Shows In Person Collection June 2016 ©The Business Intelligence Source
  12. 12. The Interview Cycle Listen for Cues Deliver the Question/Comment Listen to Target’s Response Evaluate the Response Probe the Response Record the Response Analyze your Behavior Measure Reliability of Responses Record Responses Reflect & Repeat 1. Planning 2. Executing 3. Analyzing June 2016 ©The Business Intelligence Source
  13. 13. Elicitation Techniques • Quid pro quo • Simple flattery • Mutual interest • Naïve mentality • Unbelieving attitude • Opposing stand • Provocative statement • Complaining • Erroneous statement • Oblique references • Bracketing • Silence June 2016 ©The Business Intelligence Source
  14. 14. Naylor’s Conversational Intelligence Commonality • Industry • Job • Gender • Age • Experience • Predisposition • Motivation You • Get centered • Smile as you dial • Don’t take yourself too seriously • Enthusiasm • Help • Appreciation June 2016 ©The Business Intelligence Source
  15. 15. Connect with Internal Clients June 2016 ©The Business Intelligence Source
  16. 16. Target Company Ex-Employees Suppliers Government Associations Distributors Trade Unions Customers Ex-customers External Information Spiral June 2016 ©The Business Intelligence Source
  17. 17. Trade Shows: Concentrated Intelligence June 2016 ©The Business Intelligence Source
  18. 18. Voice/Video Communication June 2016 ©The Business Intelligence Source
  19. 19. Win Loss Analysis  Highest Value Research for Expended Effort  Most Accurate Measurement of Positioning  Huge Data/Insight Mining Opportunity  Think They’re Already Doing It  Benefits Overlooked Due to Politics June 2016 ©The Business Intelligence Source
  20. 20. Win/Loss Analysis How to Capture and Keep the Business You Want Amazon Page Published: July 2016 • Free Win/Loss White Paper • Interested in Win/Loss Analysis Training? • Want help developing a Win/Loss Program? • Elicitation Training to Close More Deals? • Contact The Business Intelligence Source Text/Ph: 1.720-480-9499 Email: ellen@thebisource.com June 2016 ©The Business Intelligence Source
  21. 21. Real-time Expensive Accurate Time! Credibility People Lie Dialog Wrong People Deeper Find YOU! Analysis Ethics + - Humint June 2016 ©The Business Intelligence Source
  22. 22. June 2016 ©The Business Intelligence Source
  23. 23. Collection Continuum Public Intelligence Social Intelligence Human Intelligence June 2016 ©The Business Intelligence Source
  24. 24. Case Study Digital Multimeter Clamp-On Multimeter June 2016 ©The Business Intelligence Source
  25. 25. • Measures mostly DC/voltage, e.g., motors • Bench work • When power supply can be interrupted to put in leads • Heavy duty electrical measurement: often in plants • On the market before clamps • Troubleshooting, mA which clamps don’t measure • Measures mostly current/amps • Electricians and HVAC use • Amps in high current carrying cable e.g., power systems, power panels, circuit breakers and buss bars • Uninterruptable power supply • Tight spots • Safety issues June 2016 ©The Business Intelligence Source
  26. 26. The Marketplace June 2016 ©The Business Intelligence Source
  27. 27. Touch & Feel June 2016 ©The Business Intelligence Source
  28. 28. Touch & Feel June 2016 ©The Business Intelligence Source
  29. 29. Amazon Remarks “Fluke builds a great meter that's durable and accurate. ” Terry | 12 reviewers made a similar statement.“ If you are a serious electrician, and doing any sort of diagnostic work you need a multimeter and the best made are the Flukes. ” 5.0 out of 5 stars Worth the purchase all day!, March 29, 2013 By Christian G. Fieldpiece SC66 Manual Ranging Clamp Meter with Temperature Definitely encourage any upcoming AC techs to make the purchase, as well as anyone in the apartment industry. Its a phenomenal piece of equipment, capable of electrical, temperature, AC or DC, capacitor testing, continuity, resistance..... I love Fieldpiece and refer their equipment to anyone and everyone. Love it~ June 2016 ©The Business Intelligence Source
  30. 30. Industry Blogs • Like about various manufacturer’s products • What they don’t like • How likely to switch, if happy • Cross-check on what customer thought were “issues” • Emotions, shop talk June 2016 ©The Business Intelligence Source
  31. 31. Is greenlee as good as fluke for clamp meters? I’m taking an electrician course and i want to buy my own clamp meter instead of barrowing it from the school. I know that fluke is a high quality brand but if i can get a better price with greenlee am i making a bad choice? I have a greenlee volt pen that works great but it doesn't reassure me because clamp meters are much more high tech. Oh and if you know any other brands as good as these please say so also. Get the Fluke; nobody complains because they bought the best. I've been using my Fluke meter for 12 years with absolutely zero problems. Source(s): Retired Telcom Tech Support Guy June 2016 ©The Business Intelligence Source
  32. 32. Fluke vs Amprobe Fluke was (and for the most part, still is) the holy grail of handheld test equipment. They've developed an amazing reputation. Unfortunately, hobbyists and professionals alike can not always afford such test equipment, though we want something we can trust. If you want to stick with the Fluke "brand", there's something called Amprobe, which is, I guess, Fluke's "value" subsidiary. June 2016 ©The Business Intelligence Source
  33. 33. You Tube Tutorials, Amazing! June 2016 ©The Business Intelligence Source
  34. 34. Training on Safety June 2016 ©The Business Intelligence Source
  35. 35. Interview Client Employees • Sales • Technical Experts • Marketing • CI Hypothesis: Is the market cannibalizing itself? Customer confused? What is product development thinking about? June 2016 ©The Business Intelligence Source
  36. 36. Decision-Making Criteria • Reliability • Durability, Rugged • Quality • Safety • Accuracy • Warranty • Trustworthy • Price • Easy to Use • Versatility • Technical Support • Innovative • After Sales • Professional June 2016 ©The Business Intelligence Source
  37. 37. Formulating Questions & Motivation June 2016 ©The Business Intelligence Source
  38. 38. Formulating Questions & Motivation June 2016 ©The Business Intelligence Source
  39. 39. 80 US Company Locations June 2016 ©The Business Intelligence Source
  40. 40. Conducting Interviews • Immediate, cold interviews • Various environments… • Not enough listening ears • Motivation: company, job, safety, etc. • Blended: direct and elicitation • Company trades vs. individuals/residential June 2016 ©The Business Intelligence Source
  41. 41. Conclusions • Confusion: Product cross-functionality • Clamps gaining share: safety + size • Bad economy, sometimes employer dictates brand • Try to reduce # of meters, toolbox heavy • Keeping longer • More regulatory testing and calibration • Competition gaining inroads – price, corporate sales • Competition chipping away by industry • Internet Sales, eBay – look alike on-line • More appliances, cars parts have self-diagnostics built in June 2016 ©The Business Intelligence Source
  42. 42. Ellen Naylor +1.303.838.4545 ellen@thebisource.com www.thebisource.com http://cooperativeintelligenceblog.com http://twitter.com/EllenNaylor www.linkedin.com/in/ellennaylorcolorado Free list of 200+ competitive intelligence books with Amazon links http://bit.ly/NHOCqM

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