'Industrial espionage is not the right way to phrase it': on the job with a CI researcher

Information Outlook, April, 2005 by Cybele Elaine Werts

Sarah Bombardier is the director of futures research for Fletcher/CSI in Williston, Vermont. She has been a team researcher, lead researcher, and project manager on multiple projects, some of which have involved advanced photographic equipment, automated teller machines, lens grinding, ceiling tiles, pharmaceuticals, radiology products, convenience-store logistics, and credit card transactions.

Bombardier has presented papers at the World Futures Society and the Society of Competitive Intelligence Professionals. Her presentations focused on blending futures analysis with competitive research. She also has professional experience in technology transfer, financial auditing and forecasting, and wastewater treatment. She holds a master's degree in studies of the future from the University of Houston, Clear Lake, and a bachelor's in psychology from the University of Wales, Swansea.

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Frequent Information Outlook contributor Cybele Elaine Werts interviewed Bombardier recently on her activities in competitive intelligence.

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Werts: Most people don't really know what competitive intelligence is about. Can you give me a brief overview of the field?

Bombardier: Essentially what competitive intelligence encompasses is finding information for our clients about their competitors. The nature of the information varies from a simple question like "we heard a rumor that our biggest competitor is going to launch a new product at the trade show in three months" to in-depth studies around multiple competitor's organizational structure, company culture, new product pipeline, marketing plans, etc.

Werts: There is a mistaken impression that what you do is "espionage," although that might sound romantic. How would you respond to that?

Bombardier: I'd say that, as fun as it sounds to say we do "industrial espionage," that's not the right way to phrase it. Espionage has an international, almost shady, aura to it; and we follow very strict data collection guidelines where we tell the truth to all contacts. Espionage gives the impression that you might lie to your contacts to obtain the information desired, whereas we absolutely do not lie to our contacts. We are completely truthful when explaining to them what we need and why we have called.

Werts: How did you get started in this career path? What would you suggest to other people who are interested in this area?

Bombardier: Believe it or not, I got into this career pretty much as most people get into their jobs. I just fell into it. It wasn't until I'd been here a short time that I realized what a good fit it is for me. I applied for this job from an ad in the local newspaper, and that's the truth. As for others interested in this area, I'd suggest that the most important skill is being able to learn about different businesses quickly and being able to chat with upper levels of management, including CEOs, CIOs, and CFOs comfortably, even though you may not fully understand how the product works. It also helps to have a strong sense of curiosity and a desire to find the answer, and certain levels of persistence.

Werts: You live in Vermont, which isn't exactly the hub of high commerce. Do you think there is any loss not being in a metropolitan area, or does it not make any difference where you are?

Bombardier: I think it works in our favor immensely to not be in a major metropolitan area. First of all, our fees are much lower than our competitors because we don't have to pay Boston or NYC rates, and secondly, Vermont is a very low-key state. The fact that Vermont is known primarily for maple syrup and Ben and Jerry's ice cream works in our favor. When we call a contact and explain that we're calling from Vermont we often get folks responding favorably. It's not unusual for a contact to respond with something like, "Oh Vermont! I was there years ago to ski. It's so lovely. Whereabouts are you?" And immediately the conversation is off to a great start and the contact is at ease because they know Vermont is an easy-going, non-threatening place. Because Vermont isn't exactly the hub of high commerce, it makes the contact feel at ease and not threatened by our questions.

Werts: What is a typical day like for you? What are some of the information gathering skills that you use?

Bombardier: Actually, my typical day isn't very exciting. I sit at a desk and stare at a computer for a good part of it and make a number of phone calls. As for information-gathering skills, much of our work is telephone based. When I have a project, I'll start by doing research to learn about the industry and identify key contacts. When I feel comfortable enough about how things work (and sometimes when I don't), I'll make phone calls to contacts and ask them questions. Some of the bigger skills I use are being able to answer questions about why I'm calling truthfully without divulging the client's name and asking leading questions.

It's a good thing to let the contact talk, and yes-no questions don't illicit lengthy responses. It's good to ask things like, "How does that happen?" "Why did you do it that way?" or, "Can you elaborate on that?" Additionally, it's a skill to listen. Many people are uncomfortable with silence so when I ask a question, I then close my mouth and let the silence hang. The contact will begin talking, and I take notes and ask them to elaborate. It's largely a conversation, as opposed to a survey, so often the contact doesn't realize what they're telling us.