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What are the 5W's

The essential questions that underlie the understanding of some phenomena

  • Who gets what?
  • Who gets it and how?
  • Who gets it and when?

And these questions can be refined by using the Krugman & Partners system.

Who

  • Who is involved? 
  • Who are most affected?
  • Who are not affected at all?
  • Who has a positive effect?
  • Who are the major players?

Who

  • Who are contributing players?
  • Who can be removed?
  • Who needs to be added?
  • Who changes conformation?
  • Who is being recruited?

What

  • What is it about?
  • What are you trying to find out?
  • What is the reason for investigating it? What is happening?
  • What change occurs?
  • What happens next and what is the sequence of events?

What

  • What are verified and established events?
  • What events need to be examined further?
  • What are the different actors?
  • What type of environment is it happening in?
  • What actors are needed and what can be substituted?

Where

  • Where in the market does this happen?
  • Where did the competitors are looking?
  • Where on the company is the impact?
  • Where is out focus now?
  • Where should be looking instead?

When

  • When does the change occur?
  • When does the competitors activity start or stop?
  • When is it necessary to have this present?
  • When does an actor leave the situation?​
  • When is this no longer important?

Why

  • Why is it important?
  • Why do the contributing parts need to be there?
  • Why does it not happen elsewhere?
  • Why are the actors involved?

Why

  • Why is the effect so small (or conversely, why is the effect so large)?
  • Why is this actor not involved?
  • Why does that occur now?
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Why do you need Competitive Intelligence?

Competitive Intelligence is all about gaining more certainty.

Competitive Intelligence is a tool that gives an edge over competitors. Using the right skills and expertise Competitive Intelligence will spark creative, strategic thinking. And result in better-informed decision-making.

Decisions that are based on more certainty and insight. Not hearsay and rumors and gut feeling.

There is a cliché that says “Culture eats strategy for breakfast” suggesting that the best strategies fail because culture prevents their successful implementation.

Intelligence, however, eats both culture and strategy for breakfast, lunch and dinner and asks for more.

The implementation of a Competitive Intelligence system results in:

  • Turn threats into profit opportunities
  • Get to know your market inside out
  • Create the products your customers want
  • Minimise risk and make better decisions
  • See inside your competitors’ worlds

We help find more certainty to answer the questions you need to know. To give you the competitive advantage to beat your competitors and dominate markets.

We collect and process relevant information to assist you in business decisions, so that the business you run will go on safely and be convinced that you are on the right track.

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