Effective Competitive and Market Intelligence requires patience and a tolerance for chaos.

"Chaos in the midst of chaos isn't funny, but chaos in the midst of order is" 

-- Steve Martin  

"Our task is not to bring order out of chaos, but to get work done in the midst of chaos"

-- George Peabody 

Typically, disinformation and chaos go hand in hand. As the level of chaos increases, so does the amount of disinformation. This challenges any CI/MI professional's ability to support stakeholders with insight and direction. It follows that the better CI/MI professionals are at generating unique insights that provide clarity in times of chaos, the greater the value of those insights. 

Generating unique insights in chaotic times starts with deep secondary data to build a baseline. 

Once the baseline is established, the next step is integrating primary data collection. Collecting primary data is more than asking questions to industry observers. It can involve using custom-developed surveys of customers, suppliers, distributors, and other market groups, focused conversations with customer-facing company staff, and interactions with distributors and market partners.  

To generate truly unique insights, primary data must include in-depth interviews with a wide range of participants in the competitive ecosystem. This type of data collection must be conducted legally and ethically. 

At Fletcher, we generate multi-sourced competitive insights that help clients make sense of chaos and create successful strategies. Fletcher combines best-in-class primary data collection and analysis with an unbiased perspective to help clients gain an advantage in complex markets.

To learn how Fletcher can help you navigate chaos and thrive in uncertain times, contact us at: info@fletchercsi.com