VIGIL
Competitor & market profiling expert
Analysis & Deliverables
Secondary Research
Primary Research
The secondary research process is the starting
point for collecting information on latest trends and
movements in the market in order to feed into our
analysis and forecasts.  

Some of the major sources consulted include:

  • Brokers reports
  • Trade associations publications
  • Company Financials
  • Feeds from PR
  • Industry surveys
  • Local trade press
  • Online trade portal sites
  • Specialist information providers – e.g.. Factiva
  • Government and National Statistical sites
  • National newspapers
  • News feeds
Primary Research interviews are fundamental to
obtain real-time, accurate and actionable intelligence.
As an independent analyst we are able to obtain very
high levels of insight from our interviews that can not be
found on the Internet and other print media.

All contacts are screened against strict criteria to ensure
they are qualified to answer questions about the
competitor or market in question. All research is strictly
confidential.

Our researchers conduct in-depth face-to-face and
telephone interviews with:

  • Industry executives
  • Trade associations
  • Distributors
  • Customers
  • Market analysts
  • Government agencies
  • Investor relations departments
  • Key opinion leaders
  • Suppliers
  • Key stakeholders
In the analysis phase, we triangulate and consolidate all findings to produce our final
deliverables.  All sources are cross-compared, checked and verified.  Outliers are tested,
benchmarked  and removed from new research inputs. Where there are data conflicts,
additional interviews/research are conducted if necessary to ensure data quality.

Analytical tools we use include:
  • SWOT analysis
  • 4 corner analysis
  • Wargaming/scenario planning
  • BCG matrix
  • 4 Ps/positioning analysis
  • Value chain analysis
  • Ratio analysis
  • Cost analysis
  • Trend analysis
  • Porter’s five forces
  • PEST analysis
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A PARTNERING APPROACH
Please contact us  to request a free capability presentation and to discuss how we can help
Identification of the Key Intelligence Topics
The starting point of all engagements we carry out is to clearly define - in conjunction with
your team- the Key Intelligence Topics or Questions of the projects.

Some of the major KITs include:
  • Analysis of the market entry options available
    to a company entering a new category or
    market
  • Strategic analysis of a key competitor
  • Discovery of launch plans for new product line
  • Market analysis looking at all UK competitors
    in a commercial insurance sector
  • Audit of the existing competitive intelligence
    process
  • Study of R&D activities and drug
    pipelines in one or several disease areas
  • In-depth profiles on major competitors
  • Ongoing monitoring of Internet
    competitors
  • Benchmarking analysis comparing client
    and competitor products
  • Ongoing monitoring of pricing strategy