Frequently Asked Questions What is C I or Competitive Intelligence? Competitive intelligence is the process whereby planning, gathering, analysing and disseminating information on the competitors' activities and general business trends helps your company further its main objectives and aims. Your company needs complete knowledge of the environment in which it competes. The systematic and ethical gathering and analysing of information about your competitors' strategies, initiatives and activities is the first step in furthering your own company's vision and present and future goals. How can my business benefit from C I? The collection, and systematic analysis of information on your competitor gives your company the whole picture of the present and future arena of competition in every field and sphere of business and it is thus an integral part of a solid and well-informed management decision-making. Your planning, collection/collation of information, careful and innovative analysis and the subsequent evaluation, are guarantees that your strategic and tactical decisions can only put you in an advantageous position vis-a-vis your competitors. What is Market or Marketing Research? Market and marketing research are processes, which link all elements, and factors operating in the market through information related to opportunities, challenges and problems. Market research is the process of information gathering, analysis and evaluation that is instrumental in: * identifying and defining marketing opportunities; * generating marketing actions; * evaluating marketing decisions; * analysing market trends; * monitoring market performances; * Improving the understanding of markets and marketing as intertwined realities. For these issues to be address innovative and scientifically based techniques of data collection and information are required. The proper analysis of the data collected constitutes the solid basis upon which appropriate strategic, short and medium term decisions; plans and implementation need to be formulated. What is Consumer Research? Every society is stratified according to specific social, economic, cultural and other characteristics of its population. Thus every markets is segmented according to income, profession, religion, language, cultural traditions and norms and the like. The consumer market is synonymous with individual and group expenditure on a very wide variety of products and services. Groups and individuals belonging to different segments of the market have their own attitudes, perceptions, beliefs ideas and opinions about the wide array of goods and services in society, and these lead them to specific consumer behaviour. Our company and its researchers and collaborators have many years experience in consumer research at all levels of the market. Our company utilises both conventional and tried as well as new and innovative techniques in data collection, collation and analysis. Qualitative and quantitative levels of analysis and interpretation have been our strengths for years. How do I explore Emerging Markets? Everyone talks about the emerging market/s in South Africa, meaning the African market, but very few have in fact the real pulse of this vast and under-researched phenomenon. CRC has a long history, association and thorough experience of this market and its segments throughout the country, from Durban's squatter camps to Tembisa and Soweto. Our researchers and collaborators have a very wide and deep knowledge of African communities because besides the fact that they are an integral part of them, they have performed many research projects in loco, including consumer research, focus groups, branding, customer, product and services assessments, product testing, consumer care and satisfaction surveys amongst others. Our professional, knowledgeable and caring approach towards the African markets has gained the trust and traditional openness of all segments of the African market. What is Mystery Shopping? Mystery shopping is a research technique that has been used extensively to assess organisational, marketing, customer care and other aspects of a business. It has been used extensively in retailing, banking and the public sector internationally and nationally. Many business and institutions now look at the technique and the processes associated with it with great interest as insightful information can be gained through mystery shopping. Through this technique it can be gauged how different parts of a particular market or organisation are working, how efficient they are, what they offer. Contextualising products or brands within the competitive environment is another significant feature of the technique .The analysis and interpretation of the findings is the key to advising the client for a future strategy in terms of further market penetration, advanced customer care, branding weaknesses and the like. How do Focus Groups help me? Well-trained and experienced moderators lead our focus groups and we utilise well-equipped facilities throughout the country. There have been instances, however, where the client insisted that natural surroundings needed to be used, for example a youth group at a house in Umlazi, a Durban township. Our moderators pay attention to detail and are well aware of the values of interaction, communication and data assessment, the particularities and sensitivities of the various subject matters, the levels of depth or incompleteness of information as well as other characteristics of this process. Focus groups provide the researcher and analyst with a wealth of information that needs to be categorised and analysed comprehensively and innovatively. Our company has operated focus groups researching diverse subjects such as financial products, service provision, customer care satisfaction, and product testing. What is Needs Assessment? Needs assessment is the systematic effort to determine and examine the nature of problems, challenges and opportunities in a specific area and to select an intervention that can move the company/business forward in the fastest and most cost-effective way. Our company uses appropriate and internationally accepted needs analysis gathering techniques to identify the gap between the model situation and the actual situation. Thus we are able to determine the nature of performance problems and/or opportunities the differences indicate. When the differences are identified, the evaluation process that follows determines the best combination of solutions needed. These might include streamlining procedures, policy alternatives, the use of appropriate tools, as well as feedback and reward systems. What is Knowledge Management? Efficient and well-planned and implemented knowledge management within an organisation enables better and faster adaptation of market changes as well as a series of interrelated economic and organisational benefits derived from knowledge exploitation. This is achieved through the development of a number of processes, an infrastructure and a culture appropriate for the existing strategic and operative knowledge within the company. The means used to achieve the above is through the identification, development and exchange of corporate knowledge by applying tools for accelerated learning.