Tactical, Operational & Strategic Analysis of Markets, Competitors & Industries
If you have not already done so, create a mission statement and clear written objectives for your CI position/function. Have your mission statement and objectives blessed by the powers that be, so that you’ll have solid ground to stand on when you “push back”.
Second, establish a working relationship the market research people. CI and MR are complimentary activities, not rivals. Understand what they do and what their capabilities are; and educate them about what you do.
The next time you receive a request for market research you will be able to apologetically state that such a request falls outside your scope. However, you know exactly the right person in market research to handle this, and that you will tell them to contact you [the SVP] immediately. (make sure they do!)
These articles may help:
Compemarket Restelligence, by Ken Sawka. CIM, March-April 2005. (pdf)
Mission Not Impossible! - Define Your CI Unit Position, by Alessandro Comai. CIM, Jan-Feb 2007.
Achieving Synergy Between Competitive Intelligence and Market Research, by Jody Holtzman. CI eBulletin, September 2008. (pdf)
Thanks for responding. Unfortunately, I have done most of your suggestions. I have created a mission statement, objectives, created a logo with media templates and all publications and communications are branded. MR and I have a very good relationship and share information back and forth. I have pushed requests and inquiries over to them when possible. However, when the requests comes from VP level or higher, I am unable to pass the request along to them. I must take the requests and figure it out. Especially when the requests comes from the SVP who my boss reports into. I think, unfortunately, I am stuck.
However, I do not mind doing the extra work - it is just more difficult (sometimes impossible) to complete in the defined timeframe since it is unfamiliar territory.
Your comparison between CI and market research was excellent.
A lot of people are confuse with the two and those who have practice CI knows that CI would probe much deeper than market research.
Thanks to Samantha for bringing the issue up..
Jafni / Monica,
It would be interesting to do a comparison between national intelligence & competitive intelligence because both utilize many of the same principles and techniques strategically and tactically. The only difference is national intelligence is for the state/international system level while competitive intelligence is for the firm/market level.