Optimize Competitive Intelligence Collection: From Public Intelligence to Human Intelligence

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 2013 ©The Business Intelligence Source

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Collection Continuum

Public Intelligence

Social Intelligence

Human Intelligence

June 2013 ©The Business Intelligence Source

Public Intelligence – Passive Collection

Open Source information

Executive Profiles

Newswires

The Deep Web

Corporate/Executive Affiliations

Trademarks

PatentsCourt Cases

Government

Press Releases

Public Records

Industry Sites

Financials

Annual ReportsM&A Activity

Company Websites

Regulatory Politics

Gray Literature

Scientific Papers

June 2013 ©The Business Intelligence Source

Source: Cynthia Lesky: “Business Research in the Age of Truthiness”

Healthy Skepticism: PubINT

+• Knowledge Building

• Cost Effective

• Less Risky

• Convenient

• Quick

• Ethical compromises less likely

-• Accuracy

• Timeliness

• Bias

• Human Error

• Purposeful Deceit

June 2013 ©The Business Intelligence Source

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

Source: August Jackson @IntelCollab: “How to Monitor Social Media for Indicators of Industry and Market Change”

2006 Social Media

June 2013 ©The Business Intelligence Source

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 2013 ©The Business Intelligence Source

• Networking• Interviews• Trade Shows

In Person Collection

June 2013 ©The Business Intelligence Source

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 2013 ©The Business Intelligence Source

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 2013 ©The Business Intelligence Source

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 2013 ©The Business Intelligence Source

Connect with Internal Clients

June 2013 ©The Business Intelligence Source

Target Company

Ex-Employees

Suppliers

Government

Associations

DistributorsTrade Unions

Customers

Ex-customers

External Information Spiral

June 2013 ©The Business Intelligence Source

Trade Shows:Concentrated Intelligence

June 2013 ©The Business Intelligence Source

Voice/Video Communication

June 2013 ©The Business Intelligence Source

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 2013 ©The Business Intelligence Source

Real-time Expensive

Accurate Time!

Credibility People Lie

Dialog Wrong People

Deeper Find YOU!

Analysis Ethics

+ -

Humint

June 2013 ©The Business Intelligence Source

June 2013 ©The Business Intelligence Source

Collection Continuum

Public Intelligence

Social Intelligence

Human Intelligence

June 2013 ©The Business Intelligence Source

Case Study

Digital Multimeter Clamp-On Multimeter

June 2013 ©The Business Intelligence Source

• 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 2013 ©The Business Intelligence Source

The Marketplace

June 2013 ©The Business Intelligence Source

Touch & Feel

June 2013 ©The Business Intelligence Source

Touch & Feel

June 2013 ©The Business Intelligence Source

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 2013 ©The Business Intelligence Source

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 2013 ©The Business Intelligence Source

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 2013 ©The Business Intelligence Source

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 2013 ©The Business Intelligence Source

You Tube Tutorials, Amazing!

June 2013 ©The Business Intelligence Source

Training on Safety

June 2013 ©The Business Intelligence Source

Interview Client Employees

• Sales• Technical Experts• Marketing• CI

June 2013 ©The Business Intelligence Source

Hypothesis: Is the market cannibalizing itself? Customer confused? What is product development thinking about?

Decision-Making Criteria

• Reliability

• Durability, Rugged

• Quality

• Safety

• Accuracy

• Warranty

• Trustworthy

• Price

• Easy to Use

• Versatility

• Technical Support

• Innovative

• After Sales

• Professional

June 2013 ©The Business Intelligence Source

Formulating Questions & Motivation

June 2013 ©The Business Intelligence Source

Formulating Questions & Motivation

June 2013 ©The Business Intelligence Source

80 US Company Locations

June 2013 ©The Business Intelligence Source

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 2013 ©The Business Intelligence Source

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 2013 ©The Business Intelligence Source

Ellen Naylor +1.303.838.4545 ellen@thebisource.com www.thebisource.com

http://cooperativeintelligenceblog.comhttp://twitter.com/EllenNaylor

www.linkedin.com/in/ellennaylorcolorado

Get a free list of 160+ competitive intelligence books http://bit.ly/NHOCqM