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A
Analysis
A function of the Intelligence
Process,
this describes the examination of constituent
intelligence components to determine
their nature, interrelationship, relevance,
impact, and value to one another, to the
whole,
and to other organizations. Intelligence
relies on accurate and timely analysis to
provide
the intelligence and insights that are necessary
to decision-making.
B
Benchmarking
A process that involves comparing and examining
an organization’s processes and practices
with other organizations that are considered
top performers with the intention of improving
performance. Benchmarks that are set may
be
internal (within one’s organization),
external (against another organization),
or
functional (against a similar function outside
one’s industry)
Blindspot Analysis
An analytical technique that examines weaknesses
and flaws in an organization’s strategy.
Based on the works of Michael E. Porter,
Benjamin
Gilad, and others, blindspot analysis is
based on comparing firm’s management
and organizational drivers and dynamics
with competitive, organizational
and industry realities.
Business Intelligence
(BI)
A broad-based business process that utilizes
technology to gather, store, and analyze
data
to support business decisions. Although sometimes
used synonymously with competitive intelligence
and considered a tool for gaining competitive
advantage, BI may involve an examination
of
one’s organization’s internal
activities and functions, customer needs
and
decision-making process, and other business
considerations.
C
Competitive
Intelligence (CI)
The ethical practice of researching and
analyzing the competitive environment in
which an organization
operates. Competitive intelligence is a systematic
program that
supports the strategic or tactical decisions
that an organization makes. CI can involve
the examination of current and future decisions,
actions, or conditions regarding its rivals,
suppliers, market, and other aspects of its
industry.
Competitor Intelligence
A subset of competitive
intelligence, competitor
intelligence involves the research and analysis
of a rival, versus
other aspects of the competitive environment.
Competitor Profile
A profile or study of a rival organization.
A profile may be applied toward analysis
in
order to produce intelligence. Profile elements
provide a description of a rival’s
background and history, strategies, finances,
markets,
products, facilities, and personnel.
Counter Intelligence
Also called defensive intelligence, this
describes organized activities that are
conducted
to protect against a competitor organization’s
intelligence efforts.
D
Desk Research
Research conducted in the office, usually
applied to refer to literature and online
research.
Disinformation
Misinformation that
is disseminated intentionally to mislead,
confuse, distract,
or conceal.
E
Early Warning System
(EWS)
A process for monitoring, identifying, and
anticipating key competitive or market issues
and threats, as well interpreting how these
factors will impact an organization. The
results
of an Early Warning System are used to support
strategic and tactical decision-making.
Early
Warning Systems involve formal groups that
evaluation and analyze information that
is
gathered as a part of the early warning effort.
The system may also include intelligence
software
applications.
Elicitation
Used in Human
Source Collection,
this describes the process of drawing responses
(particularly answers to intelligence questions)
from a contact.
Environmental Scanning
Coined by Francis Aguilar, environmental
scanning involves observing, monitoring,
and
collecting information about a company's
rivals, the overall market, and industry.
F
Five Forces Model
A competitive industry analysis model developed
by Michael E. Porter. The Five Forces model
involves the examination of 1. Rivalry among
existing competitors 2. The threat of new
entrants 3. Threat of substitute products
or services 4. Bargaining Power of suppliers
5. Bargaining power of buyers.
Four Corners Model
A competitor analysis model developed by
Michael E. Porter. The Four Corners model
involves examining questions regarding 1.
A rival’s drivers (What are its future
goals? What are its assumptions?) 2. A
rival’s
current and potential strategies (What is
its current strategy? What are its capabilities?)
G
Gap Analysis (GA)
An analytical model that examines the difference
between a company's perception of its services
and a customer's perception of those services.
It may also be applied in benchmarking or
to evaluate current strategies.
H
Human
Source Collection
Also call Primary Source Collection, this
is a function of the Intelligence
Process that
describes research conducted through human
sources. Human Source Collection
may be conducted in person, via telephone,
or online (email, chats, etc.)
Hypothesis
A tentative proposition that will be used
as the basis of intelligence research and
analysis, and tested for accuracy or consistency.
I
Industry Profile
A profile or study of an industry. A profile
may be applied toward analysis in order
to
produce intelligence. Profile elements provide
a description of an industry’s key
players, key associations structure, and
developments.
Intelligence Assets
Internal resources that are of value to
the competitive or market intelligence efforts
of an organization. These may include human,
knowledge, information, or technical assets.
Intelligence Audit
An inventory of internal assets, resources,
skills and expertise that may be used to
support
an organization’s intelligence efforts.
An intelligence audit is typically conducted
as an initial phase in designing and implement
organization-wide intelligence program.
Intelligence Brief
Preparatory information collected from the
intelligence user/client during the in-take
or needs-assessment phase of an intelligence
project. The intelligence brief includes
the
requirements, topics, and questions that
will drive the intelligence project.
Intelligence Briefing
A concise written or oral presentation that
presents the findings, implications, and
recommendations
from an competitive or market intelligence
project.
Intelligence
Process
Also called the Intelligence Cycle, the
Intelligence Process was popularized in
the business sector
by Jan Herring. It is the system that includes
the competitive intelligence functions within
organizations. The basic components are 1.
Planning & Direction 2. Published
Source Collection 3. Human
Source Collection 4. Analysis 5.
Dissemination
Intelligence Software
Computer-based programs that are dedicated
to supporting one or more of the intelligence
fuctions.
Intelligence software may reside on an organization’s
desktop or server, or through an application
service provider (ASP).
K
Key Intelligence Questions
(KIQs)
KIQs are questions that are built around
Key Intelligence
Topics.
Within an intelligence project or effort,
they serve
as the basis for which the types of information
will be collected and the types of analysis
that will be conducted. The results of
KIQs
provide the answers and analysis (i.e.
intelligence)
that relate to the associated KIT.
Key
Intelligence Topic (KIT)
A part of the first function in the Intelligence
Process, KITs serve as the
focus of intelligence activities and the
basis
of a discrete intelligence project or effort.
They include issues and topics that identify
management’s intelligence needs, and
involve the understanding of how management
intends to apply the intelligence outcomes.
KITs are the broader intelligence themes
around
which Key
Intelligence Questions are built.
M
Market Intelligence
(MI)
Research and analysis of the market environment
in which an organization operates. Market
intelligence supports strategic or tactical
decisions that an organization makes regarding
its customers.
Market Intelligence
CircleSM
Model that combines the Marketing Mix and
Porter’s 5 Forces. The Market Intelligence
CircleSM is used to show the inter-relationships
between those concepts and to generate research
topics.
Market Research
The formal collection, analysis, and reporting
of information relating to the current or
future customer or market and its preferences,
behavior, opinions, and trends. Market research
is used for decision making relating to the
development and promotion of an organization’s
products and services.
Misinformation
Erroneous or distorted information that
may be disseminated intentionally or unintentionally.
Monitoring
Also called tracking, monitoring involves
observing a competitor, industry, market,
or situation for news, activities, or other
developments. Monitoring may involve published
sources or human sources.
P
Personality Profiles
A profile or study of an individual, usually
an executive or other manager of a rival
organization.
A profile may be applied toward analysis
in order to produce intelligence. Profile
elements
provide a description of an individual’s
professional background (including management
history and style), personal background (including
values and interests).
Proprietary Information
Information that is owned exclusively by
an individual or company. Undisclosed and
privileged, it includes trade secrets and
know-how, and gives its owner commercial
advantage.
Published
Source Collection
Also call Secondary Source Collection or
literature research, this is a function
of
the Intelligence
Process that
describes research conducted through published
sources. Published Source Collection may
be conducted using print or digital sources.
Q
Qualitative Data/Information
Data or information that is non-numerically
descriptive.
Quantitative Data/Information
Data or information that may be expressed
numerically or is measurable.
Quarterback(ing)
In trade show or conference collection,
this function is the individual who assigns
and
coordinates the roles and functions of the
intelligence collection team.
S
Scenario Planning
A formal intelligence activity that involves
identifying trends and conditions in order
to develop forecasts and future scenarios,
and developing strategies to help manage
uncertainties
about future competitive and market environments.
SWOT Analysis
Also called TOWS, the acronym stands for
strengths, weaknesses, opportunities, and
threats. Developed by Ken Andrews, this model
is applied to asses the relationships between
an organization’s strategy, internal
capabilities, and external potential. The
acronym stands for strengths, weaknesses,
opportunities, and threats.
Social Network Analysis
Also called network theory, social network
analysis examines the relationships between
individuals or organizations. It is used
as a tool to understand how people are connected,
how organizations operate, and how problem
are solved. One popular social network theory
is “six degrees of separation.”
Strategic Intelligence
Intelligence that has a long-term focus,
or is directed at the systemic concerns
of
an organization.
T
Tactical Intelligence
Intelligence that has a short-term focus,
or is directed at the unit- or product-level
of an organization.
Target Company
A company, usually a competitor, that is
the focus of intelligence research and/or
analysis.
Technical Intelligence
Intelligence about equipment and technology
used by an organization. In business sectors,
technical intelligence can also examine scientific
or technological activities relating to
a firm’s products or product development,
including technology transfer and research
& development.
Trade Secret
A confidential formula, pattern, process,
device or other proprietary business information
that is considered commercially valuable
and that provides its owner an opportunity
for
competitive advantage.
W
War Game
A strategic planning exercise used to simulate
and test possible or proposed strategies
or
plans of action regarding a competitor or
the overall marketplace.
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