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 the get go
Below is an example of a brief that a pharmaceutical company would complete:
COMPETITIVE INTELLIGENCE BRIEF
Name of Company: Shira Pharmaceuticals
Goals or Outcomes: What must this investigation achieve?
Competitor Threats: Why does this competitor pose a threat?
Results: Who will be using the results?
Decisions: What decisions will be made with the results?
Size: How big is this market in Canada?
Leadership: What will your role be in this assignment?
Competitors: Which competitor(s) are to be investigated?
“Must Know”: What questions are to be answered?
What internal information (if any) do you have to pass on to us?
Internal Resources: Which groups within your company are we able to interview for insights?
Due Date: What is your due date?