Collection
Based on established intelligence requirements, a collection strategy is
now developed. Pollard (1999) advocates translating key intelligence
requirements into more specific key intelligence questions and then iden-
tifying and monitoring intelligence indicators. These intelligence indica-
tors are identifiable signals that are likely to precede particular competitor
actions (Table 3.1).
Common sources of competitive information are considered later in this
chapter.42 Strategic Marketing: Planning and ControlTable 3.1Example of intelligence indicators
Key intelligence question(s) Intelligence indicators
Is the competitor about to initiate a Actively recruiting customer service staff
customer loyalty scheme?
Buying media advertising space
Analysis
Analysis is concerned with converting raw data into useful information.
The process involves classification, evaluation, collation and synthesis.
Once information has been processed informed judgements relating to
competitors’ intent can be established. The classification stage may involve
tagging data as: (a) primary – facts directly from the source (e.g. inter-
views, annual reports, promotional material, etc.) and (b) secondary –
reported by third parties (e.g. newspaper comment, books, and analyst’s
reports). Data can then be prioritised in terms of importance. When neces-
sary, triangulation can be used to confirm findings. This involves cross
checking an item against a number of sources. The CIA (1999) offers the
following guidelines relating to classification of data/information:
● Fact: Verified information, something known to exist or have
happened.
● Information: The content of reports, research and analytical reflection
on an intelligence issue that helps analysts evaluate the likelihood that
something is factual and thereby reduces uncertainty.
● Direct information: Information which can, as a rule, be considered
factual, because of the nature of the sources, the sources direct access
to the information, and readily verifiable content.
● Indirect information: Information which may or may not be factual, the
doubt reflects some combination of sources questionable reliability,
lack of direct access to information and complex content.
● Sourcing: Depicting the manner, or method, in which the information
was obtained, in order to assist in evaluating the likely factual content.