Competitive intelligence and market information

Competitive intelligence (IC) is essential for the success of an organization that operates in highly competitive markets, enabling them to use “information” instead of “intuition”. The research center is a tool for making decisions. It collects and analyzes data, gathers market information and knowledge which help managers in such decision-making process.

How does the Research and Intelligence Center work?

The Research and Intelligence Center works by developing a partnership between the company and Opinião Consultoria. The organization provides the necessary physical structure for the project development such as space, phone lines and computers. Opinião Consultoria is responsible for the administrative support (controls personnel and the logistics for the work processes), as well as for the technical and scientific support (plans samples, gathering of information, revision, evaluation, data analysis and report formulation of the data).

The development of an Intelligence Center, which allows the company to have continuous knowledge of the following areas:

• Clients (profile, satisfaction, image,...);

• Competitive market (from the point of view of potential clients as well as the competitors).

• New product development: evaluation of concepts and interest in purchasing new products;
  Recall of campaigns;

• Evaluation of customer service channels: call center, stores and points of sale;

• Development of periodic and follow-up studies :evolutive panel;

• Evaluation of the operational procedures at points of sale and internal forces;

• Meet research requirements and constant monitoring of quality for the ISO certification.

Amongst the benefits for such implementation are:

• Fast information collection;

• Low cost. Immeasurable benefits compared to the investment.

• Disseminates a research culture within the organization.

• Evolution of both the technical and strategic efforts of the company, from problem definition for research to execution of data collection to the production of information.

• Creates a collection of research and market data.

• Ability to closely and quickly monitor the actions and initiatives of competitors.