Knowledge is Power:


CI Analysis – 5 Basic Types

There are a variety of different tools and approaches for gathering intelligence and analyzing competitors. Jan Herring suggests there are 5 basic types of intelligence analysis:

1. Preventing surprises to the organization by providing early warning
2. Supporting the decision-making process.
3. Competitor assessment and monitoring.
4. Intelligence assessments for planning and strategy development.
5. Analysis as a key part of the collection and reporting process. (1)

A 1998 SCIP membership survey asked members what methods of analyzing CI information were most used, and which Tools for Analyzing Informationwere rated most effective:

[Percent using each tool]:

  • Competitor profiles: 88.9%
  • Financial analysis: 72.1%
  • SWOT analysis: 55.2%
  • Scenario development: 53.8%
  • Win/loss analysis: 40.4%
  • War gaming: 27.5%
  • Cojoint analysis: 25.5%
  • Simulation/modeling: 25%

    • Effectiveness of Analysis Tools

    [Percent rating each tool extremely or very effective]

  • SWOT analysis: 63.1%
  • Competitor profiles: 52.4%
  • Financial analysis: 45.5%
  • Win/loss analysis: 31.4%
  • War gaming: 21.9%
  • Scenario development: 19.2%
  • Cojoint analysis: 15.8%
  • Simulation/modeling: 15.4%

    • Competitor profiles, Financial analysis and SWOT analysis are the most popular and effective CI tools and therefore, will be featured prominantly throughout the Competitive Intelligence Center (CIC). (2)

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    Acknowledgements:

    (1) Herring, J. (1996) “Creating the intelligence system that produces analytical

    intelligence” from The Art and Science of business intelligence analysis (pp53-81).

    (2) Source: Survey of SCIP membership conducted by The Pine Ridge Group, Inc. and the T.W. Powell Company, 1998. 3) Prescott, John E. (2001 John Wiley & Sons, Inc.) Proven Strategies in Competitive Intelligence – Lessons from the Trenches, p216-239.

     
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