Companies spend millions of dollars gathering information about their competitive environment (in some form or the other). A must, no doubt… But how important is it to measure the return on investment on gathering competitive intelligence? And does it matter whether the information gathered is being used for or strategic or tactical intelligence?

Measuring the ROI on CI has been debated endlessly within organisations and at conferences around the world. Few formal studies have been done to establish the correlation between the quality and quantum of CI and company performance; so the ROI remains indeterminate.

If a company asks for a quick turnaround bit of strategic intelligence just ahead of a strategy presentation, it tells me that the decision maker has already made a decision and is merely looking for confirmatory evidence to make his presentation to the company board sound credible. What happens if the confirmatory intelligence actually contradicts the decision that has been taken?

View a recording of our webinar that provides insights on how to maximize the ROI on CI by selecting the right combination of primary and secondary research. And lastly, do have a look at our case study on how we provided a multinational company with CI on the expansion strategy of a key competitor.

As always, we hope you enjoy reading our newsletter, and we look forward to your comments.

Best regards.