Abstract
Understanding and being able to measure and prove the impact and value of intelligence is of significant importance. The objective of this study was to develop an evaluation instrument that the users of intelligence could fill in that could be used to assess both the impact and value of the intelligence they received. Starting with an evaluation instrument based on lists of benefits identified in the competitive intelligence literature, measures of these benefits and client satisfaction/service quality metrics, the study researchers interviewed clients of one large government competitive technical intelligence organization asking them to articulate the benefits they obtained from the intelligence they received and methods for evaluating these benefits. All users of intelligence identified benefits they had received from the intelligence received. Additional benefits beyond those that are in the current literature were identified by those interviewed. In terms of measurement of these benefits, intelligence users (the clients) understood why hard financial type measures for example ROI or dollar impact on performance was important (especially in their organization) they felt that assessing these for the intelligence they received would be difficult but that softer, more subjective measurement such as extent to which the user agrees that the intelligence provided the intended benefit could be used. Additional perceptual based indicators of service quality and customer satisfaction measures were also suggested by intelligence clients. Based onthe results of the literature review and interviews, an intelligence evaluation instrument was developed that asks the clients to assess the extent to which they have realized one or more of 27 impacts identified in this study as well as assessing 10 elements of service quality.
Highlights
Understanding and being able to measure and prove the impact and value of intelligence is of significant importance
The concept of measurement of impact and value using hard indicators: Most studies reviewed for this paper proposed or identified efficiency and effectiveness measures such as return on investment in the specific project, amount of revenue arising from the intelligence report and so forth
Impact factors: Support for many of the impact factors cited in literature reviews arose in the interviews and all clients interviewed articulated that they had received significant benefits from the competitive technical intelligence (CTI) products and process
Summary
Understanding and being able to measure and prove the impact and value of intelligence is of significant importance. Kahaner (1997) warned CI professionals on “the need of showing the added-value of their services to ensure the commitment of top management to support” and almost 20 years later it still remains an important issue as highlighted by Global Intelligence Alliance“ MI professionals have been struggling to answer questions related to the expected value and impact of the MI investment for just about as long as the profession has existed “ (GIA 2014, 4) Given this stream of literature and the weaknesses identified, the objective of the study and the article is to develop an instrument that can be used to measure the impact and value of intelligence for its users. The Fehringer et al study (2006) made three very important contributions to the development of the intelligence impact instrument
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