3. Check the reliability of information gathered on competitors

It's important to put the information you gather into perspective. This means measuring the reliability of the source and the relevance of the information to your company:

• Who is writing? An individual? A professional? The absence of information about the author or the organization to which he or she belongs should alert you;

• What's the point? What is the purpose of the site and the information provided: to inform or to educate? To promote oneself or to sell material goods or ideas?

• What type of site are you dealing with?

  • an institutional site, like a ministry website?

  • a personal site made by private individuals?

  • a commercial site?

  • ...