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About Us > Help & Support > FAQs > Question 8: Basic competitor information sources

Marketing & Competitive Intelligence FAQ
Finding Basic Competitor Information


We are currently in the process of performing market research for a new firm that we're starting and we were wondering how to obtain specific data on our competitors. For example, we are looking for general business information such as the year established, number of employees, annual sales, market share, annual growth rate, and budget information.

Most of this information is in the public domain, and it should be fairly easy to collect for most markets. In the US, public companies need to file data via the SEC and this data is freely available at the SEC web site (http://www.sec.gov). You will also find a number of services that hold much of this information, in an analysed format. An example is Hoovers, at http://www.hoovers.com.

In many countries there is a legal obligation to file this kind of information even for private companies. In most of Europe, for example, annual sales and number of employees can be found in the company accounts of all but the smallest businesses. A source to find the company registries for many countries in Europe is the European Business Register at http://www.ebr.org. This holds links to the registries for Austria, Belgium, Denmark, Finland, France, Greece, Italy, Norway, Sweden, Latvia, Germany (although German data is generally poor). The UK registry is held at http://www.companies-house.gov.uk.

Even where such information is not available from company registries, company information agencies such as Dun & Bradstreet usually obtain such data as part of their overall business reporting operations. Thus D&B reports typically include year established, number of employees, annual sales over 3 years (allowing you to get a growth rate) and more. An excellent general resource that combines a number of country services, including D&B, is Skyminder at http://www.skyminder.com.

Market share information will need to be calculated using knowledge of the total sales of all your competitors – although there are frequently detailed market and industry reports available which include estimates of total market size. From this, the market share of any individual company can often be estimated. Such reports are held in the major business libraries and can usually be purchased online from the producer. It is also possible to download selected parts from host database companies such as Factiva, Lexis-Nexis or Dialog.

The only questionable information from your list is budget information - which may be internal to the company and not readily available. (I'm assuming you mean internal departmental budgets or purchasing/investment budgets). It is sometimes possible to assess investment budgets by identifying purchases and investments over a fixed period using details held in the cash flow statements and balance sheets filed in the publicly available sources. You may also obtain this kind of information from primary research and direct competitor interviews, although you will need to be careful not to overstep ethical boundaries when conducting this kind of in-depth research.

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Quick Tip: History

Quick Tip

After you've heard two eyewitness accounts of an automobile accident it makes you wonder about history.

A key part of competitive intelligence is ensuring that the information you use is valid. Making decisions on inaccurate, out-of-date, subjective or biased information will result in poor strategies that could risk your future. The problem is, how do you check that the information you receive is correct? It is not just a case of believing what you read in the newspapers.

One approach you should take is to think about why the information is actually available. Information does not enter the public domain (which is where ethical CI focuses) without a reason. Understanding the reason is one step in checking the information's validity, and identifying what is really going on.

Ideally, you should also look for further sources that corroborate the information prior to making a decision.

This kind of analysis is what helps turn data into intelligence that can be used in business decision making.

 

Books - Competitors (Fahey)

Recommended Book

Competitive-Intelligence-in-the-UK
Competitive Intelligence: Gathering, Analysing and Putting it to Work
Christopher Murphy
Buy UK £ or US$

Read our review of this book

If you are interested in learning about competitive intelligence with a UK / European focus then this book is for you. Most books on CI are written by US authors and take a US perspective. They fail to note the significant differences between what is available in the US and Europe and the UK. For example, in the US the US Freedom of Information Act is key for finding a lot of information. Such legislation has only recently been enacted in the UK and the type of information available is more limited. In contrast, financial information is much easier to obtain in the UK than the US. Murphy's book redresses the balance and fills a gap in guiding the CI newcomer on how to gather CI in Europe.

One of the best sections is a detailed examination of the sources and types of financial CI information that can be obtained within the UK. In fact I think this is unique. Of all the CI books I've read - none give anything like the same depth on this crucial topic.

For a thorough review of this book check out FreePint's book review.

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For more recommendations visit our book selection.

 

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Finding Competitive Intelligence using Online Sources

AWARE consultants are experts at discovering competitor information online and have developed a market-leading course on Finding Competitive Intelligence using Online Sources. This course has been given as an in-house course to numerous companies across industries (IT, publishing, telecoms, chemicals....) and countries, as well as publicly at SCIP annual and European conferences, the London International Online Information Conferences and other similar events.

The workshop has received high praise for its unique approach to finding competitive intelligence on the Internet. The workshop - available as a half-day or full day in-house training course - teaches attendees how to find actionable competitive intelligence rather than just present a list of sources that quickly date. Like all AWARE's in-house training, the course can be customised to focus on industry or competitive area.

For more information on this workshop and how it can help you become a more effective Internet researcher check out our Competitive Intelligence Training and ask us about our courses on finding CI information.

 

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Last page / site update: Wednesday, June 9, 2010

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