Market & Competitive Inteligence Structure, Intelligence Structuring

 

User-friendliness of any process or tool is the name of the game for acceptance and sustainability, hence: value creation of any intelligence interface. In satisfying utmost usability of the intelligence output, a certain structure needs to be established and applied even before feeding all intelligence into the final buckets.

Intelligence interfaces should offer easy to use navigation for intelligence users. As companies with bigger sales and marketing units tend to have well established systems at their disposal, replicating any existing and proven successful structure might be a good idea. Intranet, corporate websites and document management systems might already provide sufficient structures that can be followed, especially in order to follow internal usage conventions.

If such structure is not present it might pay of rather well to invite external usability expertise. Brainstorming about a final structure and navigation should also be conducted involving significant future intelligence systems users.