Example questions

An ever growing list of questions

Intelligence questions examples

What are they planning?

  • What does your competitor do? – Not as simple and straightforward question as it seems.
  • Do their actions match their words?
  • Where do they compete, which customers and niches?
  • How are they going fight in the future?
  • Are their strategic objectives achievable and will they clash with yours?
  • What options do we have to compete in this changing world?
  • How will you differentiate against them? Can you isolate vulnerabilities to exploit?


  • What is their buying system for the MOD and what is the best route to market?
  • Who is backing them and what is their real financial state?
  • What is their pricing strategy?
  • What is their real financial performance?
  • And, what are implications for our company if we move into that market?
  • What is the planned filing procedure in Europe for regulatory approval?
  • What is the dosage of the drug?
  • Is the company aiming for a premium price?
  • What about their marketing strategies?
  • Which companies should we acquire to develop market share in that area?
  • Should we move into that market?
  • How do our competitors plan to compete for the future?
  • What is their vision, their strategic intent?
  • How committed are they to achieving their declared Strategic objectives?
  • How and where might their objectives conflict with ours?
  • What is the range of options open to us for dealing with unfolding new realities?
  • Does their performance and activities match the mission? If not why not?
  • What vulnerabilities can we exploit? Where do we not want to compete with them?

Customer, Market and Distribution

  • Who are our competitor’s key suppliers?
  • Who are their biggest customers?
  • What brands are in their portfolio?
  • What publications do they read?
  • And, what is their preferred advertising route they prefer an agency to pursue?
  • What is the target’s social media footprint?
  • Who are their key customers?
  • What is X International Customer Base?
  • What is the competitors real Financial Position? (focus on critical triggers)
  • Who manufactures our competitor’s range of products?
  • Who owns the IP?
  • What is the current size of the worldwide ABC market?
  • What is our route to the UK retail market?
  • Who are the leading legal firms in the regulation market?


  • Who are the Clients of the leading law firms?
  • What is the perception of the law firm in the market?
  • Who are the key competitors in this market?
  • What are their strengths, weaknesses and how do they sell their services?
  • Are competitors planning to introduce any radical new approaches to in store selling?
  • How do they differentiate themselves and their offerings from us and other competitors?
  • Any changes in competitors plans, activities or relationships with our firms key customers?
  • What are their supplier agreements?
  • What are their exclusive marketing agreements?
  • Also, what their joint e-commerce initiatives that could be of particular interest?
  • How aggressive are they terms of product development and marketing?
  • Who are the key competitor in the new market / geographical area?
  • Within Aerospace OEMs and supporting companies, which competitors do they use? What is the best route to market?
  • Which competitors are used in the Oil and Gas industries and what are their routes to market?
  • What threats are we doing to encounter in the market over the next 5 years
  • Where do they compete? In what segment and for which customers?
  • How does this conflict, if at all, with our own company’s ambitions?

Key Player

  • Who are the key players in the marketing team and C-Suite?
  • What are the competitors approach to capturing physician’s loyalty?
  • What are the competitors’ culture and style?
  • Who do they collaborate with(research labs, universities etc)?
  • Who are the risk takers?
  • Which sales people bring in the most business?
  • What are the management personality profiles?
  • How do they perceive us? Our strategies and tactics?

Products and Technology

  • What are their key product features?
  • Which channel partners do they engage with?
  • What are the key technical areas where X are focusing their research & development?
  • What new products are they developing?
  • And, what are their intentions or plans to launch or extend brands/ products?
  • Do they have new packaging and delivery systems?
  • What developments are underway in terms of product, production and packaging technologies?
  • What is the expected product launch date?


  • What are the current and future threats including disruptive changes in the industry, in government and in technology?
  • Which companies should we acquire that could improve their most important technology platforms or market share position?
  • Should we divest or cancel product lines?
  • Which companies should we forge alliances or joint ventures with which are likely to give them a unique advantage in?

Counter Intelligence

  • What are our competitors trying to discover about us? And why?
  • How are they trying to conduct Competitive Intelligence against us?
  • What can we do, and what are we doing, to reduce their chances of getting it?
  • What legitimate denial and deception tactics might we employ to safeguard our proprietary information?


  • How quickly can they bring a new product/service to market?
  • How are they generating capital for new ventures?
  • Are they exploiting their research and development?
  • What expertise do they possess in a particular process or technology?
  • Do they have an efficient order processing?
  • Do they have a sophisticated inventory management?
  • How do they motivate and train a remote sales force?
  • How do they motivating and train their workers?
  • And, how strong is their supplier management?
  • How good are they at distribution?