Understanding and soliciting key intelligence needs in competitive intelligence : an information intermediary perspective

Abstract

This study 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. To better understand the components that lead to the effective soliciting of information and key intelligence needs, it was imperative to also understand the challenges and solutions that come with both being an intermediary and those challenges associated with information and key intelligence needs. Challenges identified include clients’ limited understanding of their own needs, ambiguity in articulating the information and key intelligence needs, and assumptions of prior knowledge. The strategies to overcome these challenges are embedded in the Four-phase Outline for Competitive Intelligence Solicit Framework (FOCIS). In the scarcity of literature that explains the articulation, solicitation, and understanding of key intelligence needs within the competitive intelligence cycle, this study bridges a significant gap by offering a comprehensive framework to improve the understanding of key intelligence needs.