Exploring the approaches of competitive intelligence intermediaries and information service intermediaries in soliciting key intelligence and information needs

Abstract

PURPOSE : To thrive in a dynamic business environment, organisations use competitive intelligence to gather and analyse information on rivals and stakeholders. This process involves phases like defining needs and collecting data, typically managed by intermediaries. Despite the importance of interviewing for this task, existing literature is limited, prompting this study to explore methods from competitive intelligence and information behaviour to improve the solicitation of key intelligence needs. METHOD : The study was conducted in 2018-2024, using grounded theory (qualitative) data. The study interviewed two separate groups of intermediaries, competitive intelligence intermediaries [12] and information service intermediaries [12]. Convenience and network sampling were used. In-depth semi-structured interviews were conducted using Zoom and Microsoft Teams. FINDINGS : Both competitive intelligence and information service intermediaries use detailed questioning and proactive communication to uncover clients' needs effectively. They also emphasise the importance of understanding the client’s context and goals through face-to-face interactions and iterative feedback to ensure alignment and clarity in the information retrieval process. VALUE : This paper investigates a critical, yet under-explored phase of the competitive intelligence cycle of soliciting, articulating, expressing, and understanding key intelligence needs within the realm of competitive intelligence. Through a synthesis of in-depth qualitative interviews with competitive intelligence and information service intermediaries, coupled with an extensive review of existing literature, this study explores and sheds light on the roles, challenges, methods, and strategies employed by these intermediaries.