Knowledge Is Revenue: How to Conduct Killer Competitor Research

Tuesday, August 20, 2019 1:30 PM - 2:30 PM (Eastern Time (US & Canada))

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This online class carries 1.0 PDH (Professional Development Hour).

Curriculum Track: Marketing & Business Development

Member Organization: National Events

Faculty: Ida Cheinman, Principal/Creative Director, Substance151, Benefit LLC

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There’s no question that competitive research is crucial to the success of your marketing and business development process, but traditional methods of collecting intel are no longer effective in delivering the depth of knowledge that today’s effective marketing demands. So, the big question becomes not why you should do it, but how.

The world of competitive intelligence is vast. Companies use many types of market research to help them make smart strategic decisions – from successfully penetrating new markets to developing an effective offering mix to deciding on acquisitions and more.

This type of market intelligence is more difficult to acquire and often requires highly specialized outside research, which puts it out of reach for many small and mid-sized firms or those without sizable marketing budgets.

But don’t despair! With the right research strategy, process and tools in place, you can still gain deeper insight without allocating half of your annual marketing budget.

Join Ida Cheinman to take a closer look at the type of competitive research that can be done in-house, or with the help of an outside marketing consultant.

You'll examine 7 critical steps in the research process – from developing a meaningful research strategy to understanding the why, what, who, and where of successful competitor research to turning data into actionable insight. You'll also identify many apps, tools and sample worksheets to assist in collecting and tracking competitor data over time.


  • Learn new methods for collecting meaningful competitor data, using techniques and tools that are well within reach of any size firm and marketing budget.
  • Identify competitors beyond the “usual suspects” using tools and techniques and see what your prospects and clients are seeing.
  • Utilize a wide range of digital tools and apps to collect “behind the scenes” intel not accessible via traditional methods.
  • Understand what data to collect and the importance of analyzing and applying that data to their decision-making process for actionable and accurate marketing results.


ACEC Members: $179
Non-members: $279

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Maureen Brown




HDR  Lenovo


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