Competitive Intelligence

In the grand scheme of market research, the history of Competitive Intelligence has been relatively brief. The term first emerged in 1970s America, and grew into a more defined practice during the 1980s and 90s. Now, organisations all around the world rely on competitive intelligence to maintain situational awareness on what’s happening in their industry and to stay up to date on developing economic trends or competitor activities.

According to an article that appeared in June 2016 in Harvard Business Review and was written by Benjamin Gilad, founder of the world’s first competitive intelligence certification programme, “the goal for strategic intelligence is not to collect market information to make plans, but to use that information to generate insights that in turn support ever-changing perspectives.”

In today’s rapidly changing marketplace, companies that embrace ambiguity and uncertainty will thrive, while those that are driven to seek stability will flounder and be unable to act quickly when opportunities or threats come to the fore. This means organisations must use competitive intelligence gathering as a tool to drive continuous insight management rather than as a search-and-distribute function for finding specific data points.

ORC approaches competitive intelligence in a way that enables you to anticipate your competitors’ next moves while staying up to date on emerging industry trends and identifying opportunities for differentiation and innovation. Our methodology is flexible and relies heavily on both published secondary research and primary insights gathered through in-depth interviews with experts and competitors. 

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