Question 1

When should search data serve as proxy for salience or mental availability?

Accepted Answer

Search data can serve as a proxy for brand salience or mental availability when consumer interest naturally translates into online searches. In practice, this works best in categories where people habitually research products or brands — if consumers tend to Google a solution when it's on their mind, then rising search volumes for a brand or keyword indicate it's becoming more top-of-mind. For example, after a big ad campaign or news event, a spike in branded search queries often signals increased mental availability (people are hearing the brand and looking it up). Marketers should use search as a proxy mainly when there's a strong link between awareness and search behavior; for a low-consideration product that nobody bothers searching for, search volume isn't very telling about salience.

Question 2

What legal boundaries must CI respect in different regions?

Accepted Answer

Competitive Intelligence (CI) must operate within legal and ethical limits in each region, avoiding illicit methods of gathering data. For example, in the US and Europe, CI professionals cannot misrepresent themselves to obtain information or steal trade secrets-such actions violate laws like trade secret protection and anti-hacking statutes. Privacy regulations (like GDPR in Europe) also set boundaries: any personal data collected about competitors' employees or customers needs a lawful basis or consent. Many countries explicitly outlaw industrial espionage tactics (bribery, covert surveillance, etc.), even if gathering public information is permitted. Antitrust or competition laws further restrict sharing certain competitive information across companies, so CI cannot cross into collusion. In short, CI efforts should stick to publicly available or ethically obtained data and respect privacy, with practitioners following professional codes of conduct to navigate different legal environments.

Question 3

What's a safe way to test sensitive claims without leading?

Accepted Answer

To test a sensitive claim in research without leading respondents, present the claim neutrally and use indirect questioning techniques that don't imply a "right" answer. For example, rather than asking something leading like "Don't you find this claim convincing?", you might show the claim in context (e.g., as part of a concept or ad) and then ask, "What's your reaction to this statement?" or "How does this claim make you feel?" These open-ended, non-judgmental prompts let people express concerns or skepticism freely. Using monadic testing - having participants evaluate the claim in isolation rather than comparing multiple claims at once - can also help avoid bias by keeping them focused. It's important to assure anonymity and emphasize that there are no wrong answers to encourage candor. By keeping wording neutral and questions open, you get honest feedback on sensitive claims without steering respondents.

Question 4

When should I run IDIs after a survey to explain unexpected results?

Accepted Answer

You should schedule in-depth interviews (IDIs) whenever a survey yields puzzling or unexpected findings that need more context and explanation. This typically means right after analyzing the survey results-while the data is still fresh-to probe into the why behind the numbers. For example, if a particular segment of respondents gave an unusual answer pattern or a key metric moved opposite to expectations, follow-up IDIs with some of those participants can clarify their reasoning or reveal hidden factors. It's best not to wait; conducting interviews soon after ensures people still recall their survey responses and that insights can feed into decisions promptly. In short, plan IDIs as the next step whenever the survey alone doesn't tell the full story of your findings.

Question 5

How can CI better cover startups and emerging disruptors?

Accepted Answer

Competitive Intelligence (CI) teams can better cover startups and emerging disruptors by casting a wider net of sources and using modern analytics to catch early signals that traditional reports might miss. For example, monitoring startup databases (e.g., Crunchbase or PitchBook) and funding news, tracking patent filings and key hires, or even following accelerator demo days and niche tech forums can reveal new players before they become obvious. CI professionals are also using AI-driven tools to scan social media chatter, specialized blogs, and job postings for digital breadcrumbs that hint at a startup's activities and momentum. By expanding into these non-traditional channels and engaging industry networks, CI can spot disruptive entrants sooner and give leadership an early heads-up on potential threats or partnership opportunities before those startups hit the mainstream radar.

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Market Research FAQs with Expert Insights

When should search data serve as proxy for salience or mental availability?

What legal boundaries must CI respect in different regions?

What's a safe way to test sensitive claims without leading?

When should I run IDIs after a survey to explain unexpected results?

How can CI better cover startups and emerging disruptors?