TFPL training course

Practical Steps in Competitive Intelligence

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Competitive Intelligence (CI) is a legitimate tool in organizational strategy. It enables an organization to analyze the chance of success when introducing new products, services and strategies or strategies or defending existing market positions. However, internet and printed sources of CI often raise as many questions as they answer and the researcher is left feeling frustrated in a sea of "nearly" relevant material which only tells a part of the story with some important details missing. Often the required information can only be derived from conversations with appropriate people.

Key Learning Objectives

  • The limits of internet and secondary sources CI. Looks at what is possible from secondary sources and highlights the limitations
  • Why human sourced CI is so powerful. Considers what human source CI brings to the holistic understanding of competitive arenas
  • Models to structure your competitive intelligence research. Provides a kit bag of models which will help you stay focused on meaningful CI
  • Who should you talk to? Discusses which human sources are likely to have the information you need and are most likely to feel no commercial confidence issues in giving it to you
  • How should you talk to people when seeking CI? Offers advice on how to undertake appropriate CI conversations when you have appointments
  • Making sense of human source CI. So you have a pile of conversations now. Advice on how to make sense of it all using the models previously discussed
  • Staying within the law and good ethical practice. You do not want to fall foul of these two major constraints on CI. Examples of inappropriate CI will given together with best practice

Programme Outcomes

  • An understanding of the limits of secondary CI sources
  • Recognition of the power of human sources and when to seek them
  • Awareness of key models which will help you to identify who you need to talk to
  • Identification of who to talk to
  • Advice on how to structure CI conversations
  • Knowledge of how to make sense of human CI outcomes
  • Confidence that you are undertaking legitimate research and not falling foul of legislation and bad ethical practices


Terry Kendrick , Director Information Now Ltd and Senior Lecturer in Marketing, University of East Anglia.

Who should attend?

This is course is aimed at managers of CI functions and those who wish to introduce effective CI into their organizations. It is expected that those attending have a good understanding of traditional information sources on the internet and in print and are looking to widen their information sourcing skills.

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