***Apologies for cross posting***
COMPETITOR INTELLIGENCE
17.06.98
25.11.98
INTRODUCTION TO COURSE:
This course is designed to support two types of participants: a) those
given the task of creating an effective CI function and b) those
wanting to enhance their existing CI capability. It recognises that the
British CI practitioner is often not able to choose what types of
information they must seek (while examining some models of 'pertinent'
CI) and is limited as to the methods of obtaining it. It thus focuses on
four key areas for in-house practitioners: what types of information to
look for (given one's research brief), approaches to finding
information, techniques for collating and analysing it and helpful ways
of presenting conclusions.
COURSE OBJECTIVES:
exploring what kinds of information CI practitioners are actually called
upon to find
determining how we can find relevant information
how to derive meaningful conclusions from a mass of data
ways of ensuring that sound research is reflected in the presentation of
coherent, accurate, concise and relevant conclusions
SPEAKER: Chris Murphy
PROGRAMME:
09.15 Registration and coffee
09.30 Introduction
09.45 Corporate Intelligence: some historical, economic, theoretical,
legal and
ethical perspectives
10.30 What types of data should one seek? What are we being made to
seek?
Scattergun versus pinpoint approaches to CI.
Understanding key business drivers: factors of production (management,
technology, etc.), processes (marketing, production, etc.), external
(economic conditions, changing markets, regulatory climate, etc.).
11.15 Coffee
11.30 Data gathering: initial approaches and sources
The golden rule of research. Understanding a sector: characteristics,
structure, terminology.
12.30 Lunch
13.30 Refining the search
Formulating hypotheses for further testing. Revising search strategy to
a) ask new questions of sources already used
b) searching new sources. Drawing upon the golden rule of research in
developing both systematic and creative approaches.
Checklists for systematic research and ways of generating creative
sources.
14.15 So what does this mean?
Modes of analysis and interpretative techniques: descriptive (SWOT),
positional (benchmarking), predictive (strategic repositioning, new
product
development/launch).
Combining quantitative and qualitative information.
15.00 Tea
15.15 Filling the gaps
Categories of information: verified facts, reasonably secure facts,
deductions, probabilities, analogies, rumours, unknowns.
The power of statistical probability versus the arbitrariness of
individual behaviour.
15.45 Presenting conclusions
Avoiding spoiling good CI research with poor presentation of results.
Are they self contradictory or do they tell a consistent story? -
justifying the validity of our research methods and findings.
17.00 Close
FEE
£245 + VAT (£287.88) includes buffet lunch and refreshments.
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