David Lithwick, Author at Market Alert Ltd.

How to Manage CI Client Expectations

January 9, 2017March 22, 2024David Lithwick

In order to manage CI client expectations, the first step is having the stakeholder complete a CI Brief which is explained below. manage a CI client expectations A CI Brief serves a number of purposes including: Clarifies what their expectations are Spells out the research goals, competitors to investigate, topics to address among other critical elements Gets them to agree to a list of “Must Know Questions – that will form the basis of the investigation Provides you with more insight into the competitor products to be research and the landscape to assess Additionally, it instills confidence in your ability to deliver, because you are taking a leadership role from… Read More

Use CI to Counter Unfair Competitor Claims

December 22, 2016March 22, 2024David Lithwick

You can use CI to counter unfair competitor claims. It is the same energy you use to pinpoint a competitor threat, which can be used to counter unfair competitor claims through “Counter Intelligence”. These skills can help save you dollars by uncovering errors in supplier invoicing and offset claims against you by companies you have alliances with. For example, if you are an importer or manufacturer, no doubt you have been faced with complaints by some distributors that you are competing unfairly by undercutting their prices. A carefully planned pricing audit can be an effective counter to these complaints. Let’s assume you head up marketing for “Home Alarm Systems Inc.”,… Read More

Key Tips to Conducting CI Ethically

December 5, 2016March 22, 2024David Lithwick

How do you conduct CI ethically? Rule of thumb: Collect only information that is within the public domain. While there is validity in this guideline, it is simplistic. It does not advise you how to collect intelligence ethically. The following TIPS do: Tip How Avoid over-complicating CI’s role The more clearly defined the CI expectations are, the less chance of going off track and overstepping boundaries. In other words point out to your stakeholder what you will be able to and not able to achieve. Raise the issue of tipping off the competitor to your stakeholders If you are being pressed to overreach ethical boundaries, advise… Read More

Mystery Shop Deliverables & Value for Dollars Spent

November 18, 2016March 22, 2024David Lithwick

We live and trade in an increasingly competitive and global business world. In many areas, customers are becoming better informed and have an increasing number of choices and alternatives. As a result, firms are using mystery shopping more often and more readily. The demands on getting value for the dollars spent on shops have increased and will continue to do so. No doubt, your stakeholders will be looking for hard numbers from your mystery shop study to roll into their business plan. Invariably, a key deliverable, from your shop findings, is to quantify how revenues are being impacted by your reps’ sales delivery (or lack thereof). MYSTERY SHOP DELIVERABLES EXAMPLE… Read More

Key Steps in Planning Competitive Intelligence Study

November 11, 2016March 22, 2024David Lithwick

The key to successfully executing a CI study is careful planning, easy-to-follow action steps and continuously asking yourself, “What else should I be doing to ensure results are thorough, meaningful and accurate?” Let’s first address what the critical steps are in planning your CI study: Step #1 First, have the client fill out a CI brief by answering the following questions: What must this investigation achieve? Who will be using the results? What decisions will be made with the results? What will your role be in this assignment? Which competitor(s) are to be investigated? Why do you think they pose a threat? What must know questions do you need answered?… Read More