1) A survey of 466 information professionals found that Google Search is the most widely used and important Google tool, while tools like Google Moderator are rarely used or unknown. 2) The survey showed that while respondents are aware of many Google tools, some tools are not being utilized and could provide value. 3) Most respondents use Google tools for ad-hoc research but could benefit from more systematic use of tools like Alerts, News, and RSS feeds to gather intelligence.

1. Google Tools
for Competitive Intelligence
Insights from a Survey
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d Ve r
pd ate
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by:
June, 2011

2. Introduction and Objectives
Open source and free tools available trough the internet are becoming popular nowadays. More
and more people are getting familiar about the benefit of these tools. There is a significant
increase of open source tools that make information available to a large number of
professionals.
Google, like other leading internet companies, is offering a very large number of free tools.
However, how do information users act with Google tools? In other words…
Are Information users aware of all theses tools and sources?
How are these tools utilized by Information users?
Which are the most useful with respect to Information Users?
These 3 questions motivated us to develop a survey with the aim of understanding more about
this topic.
() see for instance: http://www.google.com/intl/en/options/ () We consider information user those practitioners and other professionals that
utilizes information for their job and make better decisions. They can be end user or information providers as for instance consultants or competitive
intelligence practitioners.
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3. Executive Summary
• From April to June 2011 we launched a survey with the objective of understanding how 24
free Google tools were used by information users.
• The survey (an on-line questionnaire) obtained 466 answers from a variety of companies
world-wide.
• Information users adopt mostly Google search engine for satisfying their needs. Indeed the
Google search engine is the most important tool and is utilized as an information source.
The results also show that information users concentrate their efforts on only a few tools.
• Although Information users are aware of a great number of Google tools, there are a
significant number of tools that have not been discovered yet. Other tools are simply not
used at the time.
() You can access to the survey trough the following link: http://www.surveymonkey.com/s/LNDTPDF.
June 2011 © Miniera SL – www.miniera.es Page 3

4. Demographic Information: Country/Region
Respondents were mostly form Europe (41.5%). The second largest group were form
Latin America (24.4%) and North America (21.3%). The following graph will show more
details of the regions.
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5. Demographic Information: Sector/Industry
The sample represented many industries, although consulting was the most dominant
and shows almost to be double that of other sectors/industries. The following graph
shows the top 10 industries.
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6. Demographic Information: Position/Job
Respondents came from several job positions. There was a great variety of descriptions
such as “Business Analyst”, “Librarian”, “Consultant”, “Marketing manager”,
“Researcher and Analyst”, “Marketing Coordinator”, “CEO”,…
However, after examining the descriptions we categorized them into 3 main groups:
Information specialists, which includes Librarians and Analysts.
Decision Makers, which includes Directors, Managers and CEOs.
Consultants, which includes consultants, Teachers and professors.
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7. Demographic Information: Years of Experience
Although there are some young professionals in Competitive Intelligence (25,8% that have2 or
less years of experience) compared to those that have more than 10, the sample is composed of
a wide range of experience in term of years dedicated to Information. The following graph
shows greater detail.
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8. How Google Tools are utilized? (1/2)
The frequency of usage of
Google Tools vary quite
significantly between
information users. The
most common tool is
Google Search engine,
which most professionals
use. By contrast, Google
Moderator is the least
used. The following graph
shows the overall ranking
of the different tools.
Rating Average
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9. How Google Tools are utilized? (2/2)
The following graphs offer
an alternative view of the
previous result. It shows
that there is an important
number of tools that are
unknown (brown color) to
information users such as,
Google Squared and
Public data explorer.
Moreover, some tools are
mostly never used (orange
color) and are even
unknown, such as Gtalk
and Google Moderator
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10. Which is the most important Google Tool for CI?
Google Search, Alert, News, Reader and Maps are the tools that are most important
out of a ranking of 5. However, Google Search is the tool that is ranked highest and is
at least 3 times more important than any other tool.
The least important 5 tools are Google: Squared, News Timeline , Public data
Explorer, Real Time, and Moderator.
The next graph shows the relative positioning of the tools with respect to Google
Search tool compared with the degree of frequency used.
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11. 1st ranked - 73%
Top 5+5 Google Tools of 327
information users
consider Google
Search their 1st
1.0 option Google Search
1.00
0.8
Google Alerts has
been ranked almost
Relative Importance
Google News has as 2/3 less important
been ranked as 2/3
0.3 to Google Search
less important to
Google Search
Google Reader has Google Maps has
been almost 3/4 Google Alerts (0.36) been ranked almost
0.4 less important to as 4/5 less important
Google Search Google News (0.31) to Google Search
Google Reader (0.25)
0.2
Google Maps (0.22)
Gmail (0.20)
Google Translation (0.18)
You Tube (0.17)
Google Scolars (0.14)
Google Docs (0.12)
0.0
Never Rarely Sometimes Very Often Always
Frequency
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12. Conclusions
The survey shows that there are some common tools that information users utilize to
gather on-line information. However, there are several tools that are rarely used or
unknown and could add significant value. We therefore conclude that information
users:
Utilize Google tools for ad-hoc projects/researches not only for
searching, but also for gathering intelligence systematically (Alert, News,
or Rss )
Do not make a periodic revision of the new tools that Google make
available.
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13. Limitation and Further Studies
Some points for thought:
1. The survey does not show how these tools are used during the day or week. Our
question: Is there any workflow that information users apply to connect or make
these tools more efficient?
2. We do not know if the utilization of Google tools are inversely related to CI software.
We could speculate that those users that utilize less of these free tools have some
Competitive Intelligence software in their firm.
3. Additionally we do not know how much time is spent and how much time is saved by
using Google Tools.
Further studies can help understand these open questions.
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14. Contacts
If you need more information, please contact:
Alessandro Comai
Info [;-)] miniera.es
Miniera SL
Centre d'Empreses - Parc Tecnològic del Vallès
08290 Cerdanyola del Vallès (Barcelona), Spain
Phone: +34.93.5820134
http://www.miniera.es
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