Digital Consumer Intelligence in Practice: Competitor Analysis

How to approach competitive intelligence

The truth is that many teams are obsessed with looking at what their competitors are up to, but not for the right reasons.

“One thing I learned really early in my career that I found super-surprising is that people would spend a lot of time tracking their competitors,” says Evelyn. The problem she saw was that the information gained from looking at what competitors were doing wasn’t used properly. Teams were tempted to copy competitors, even if those actions made little sense for their own businesses.

Successful competitive intelligence initiatives don’t start with tactical questions. They start with the objectives of the company, around which research questions can be built.

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