Electronic and human intelligence: how to combine the two approaches?

Assisting companies in the field of business intelligence for over a decade, I've had occasion to see too much emphasis placed on the sole use of electronic tools and other online systems to over-"watch". Caught up in time, some decision-makers will focus solely on this type of tool, thinking they're doing an effective and comprehensive watch.

In fact, the temptation to focus on these instruments is significant due to their sheer variety and practicality:

• Social media monitoring;
• Competitive price monitoring systems;
• International maritime flow monitoring systems;
• Financial report search engines;
• Etc.

In addition to mastering how they work, it is also necessary to monitor the appearance but also the disappearance of these various platforms, some of which fail to find a viable business model.

Also, it should be noted that these tools cannot illustrate the reality of a sector or market in a complete and continuous way. In very many fields, such as industrial automation or even construction goods, "human" sources are just as necessary to the monitoring exercise to gain a robust view of the latest developments in a sector:

• Experts

  • Do not hesitate to interview people with a broad view of your field (consultants, heads of trade associations, etc.) and involve them periodically in your watch approach.

• Intermediaries

  • Distributors, agents, retailers... these partners have a "field" view of your sector and their input is necessary to understand the most effective marketing strategies.

• Customers

  • Contacting and interviewing your customers outside the electronic environment can also fuel your monitoring exercise and lead to new ideas in terms of projects, new product and service developments, etc.

• Competitors

  • While there's no shortage of sources and tools for keeping an eye on your competitors, a one-off, mystery shopper-type approach also reinforces your monitoring exercise.

• Finally, your employees!

  • Your employees are also sources of intelligence not to be overlooked. Your production manager may be part of a quality circle in touch with the latest trends in manufacturing 4.0; your top salesperson exchanges on best business development practices with former colleagues; etc. My advice: get them involved! Collectively, you and your team have a wealth of knowledge and experience to draw on.

In conclusion, I'm convinced that a balance is needed between electronic and human sources. Initial consideration of these two major types of sources is the first step towards creating an effective intelligence approach leading ultimately to concrete action on your business development.