When Worlds Collide: Market Research Meets Competitive Intelligence – webinar recording

Format:
Two 2 hour webinar recordings

• Professional Development course

• Sean Campbell and Scott Swigart, Cascade Insights

Understanding your competitors’ next moves or knowing how well they are putting their current plans into effect can mean the difference between success and failure in a market. During this two part workshop you’ll learn how to marry open source and human intelligence sources to gather actionable insights on your competitors’ future direction and investment areas. Additionally we’ll show you how to pull together and package competitive intelligence so that it makes a maximum impact on marketing, sales, and product planning teams.
  
Workshop Prerequisite: It is assumed that all attendees have either attended or listened to the free recorded version of the webinar presented on March 2nd: “Go Beyond Google: Gathering Intelligence from the Internet”.
  
Part I - Keeping an eye on the competition – Qualitative Research meets the Competitor

During this session we’ll discuss how to identify, qualify, and recruit individuals who can provide insight into a competitor’s future investment and growth areas. Beyond looking at how to do this type of recruiting across partner, reseller, and influencer channels we’ll also show you how to conduct effective interviews once you’ve identified the right candidates. We’ll also discuss techniques you can use to make recruiting these individuals more effective via social networking sites. Lastly, we’ll address ethical and legal concerns that you need to consider when conducting competitor oriented research.

Part II - Keeping an eye on the competition – Pulling it All Together

In this session we’ll show you how you can pull together human intelligence, OSINT sources, and hands on industry expertise to build compelling competitive intelligence insights. We’ll also address how you can effectively package competitive intelligence for internal consumption and how to package it for partner, field, or customer audiences. Lastly we’ll discuss how a company can build a world class competitive intelligence organization that meets the needs of key stakeholders in product marketing, sales, and product planning groups.

FREE E-book!

Each participant of the course will be provided with a free copy of the book Go Beyond Google: Gathering Internet Intelligence, 2nd edition, listed as a must read by the Strategic and Competitive Intelligence Professionals association for 2009-2010.

Over the last 15 years, the business world has seen the Web go from irrelevant to essential. Individuals with almost every job title now search the Web on a daily basis, making it the reference desk for the masses.

As competitive intelligence and market research professionals, we use Google and a wide variety of other Web-based tools to find very specific pieces of information, develop answers to critical business questions, and support broader marketing and sales initiatives. In short, we help companies grow with market changes, take share from their competitors, and protect the share they have today.

We've written this book because everyone who goes to work and finds themselves staring at the search box can use our techniques to “Go Beyond Google” and get much more out of the Web in far less time. If any of the following information needs seem relevant to your work, then this book is for you:

• Insights on competitors such as what challenges them today, where are they headed, what future investments they appear ready to make, and what chief complaints and praises their customers generate today.
• Insights on key individuals inside a competitor such as their role inside an organization, their chief responsibilities, initiatives, goals, interests, and recent public quotes.
• Insights on industry trends such as where new trends are headed, who is backing them, and who is attempting to slow them down.

	Members seeking CMRP designation				Client-Side Researcher		Research Supplier
	Little or no exposure		Less than 2 years experience		2-8 years experience		8+ years experience

Note: Multi Course Bundle Savings

Multi course bundle savings will apply when more than 1 course is purchased by an individual in the same online transaction in the MRIA Portal:

2 courses = 10% off
3 to 5 courses = 15% off
6 or more courses = 20% off

*Plus applicable taxes

• For terms and conditions, click here

MRIA courses and their administration are subsidized by members' fees. Therefore, members enjoy a reduced cost for courses.