One of my colleagues was on an introduction call recently with a potential new client (a major health insurer), and the responses from them were surprising - shockingly so. Their message was this, "We don't look at our competitors. We look at market trends, and react to those."
My first thought was that we were speaking to the wrong group, but they self identified as the CI function, included a person titled "Director of CI and Market Research", and claimed to be responsible for all research related requests... but that no one at the company ever asked them to look at Competitors.
Now granted, I work in a CI consulting role, so my perspective is skewed by the fact that people who come to me interested in looking at their competitors, but am I missing something here?
Why would a company NOT be interested in having a better understanding of their competition?
For those of you working in an internal CI function, do you see this lack of interest in competitors from your senior leadership also?