ethical elicitation

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When in Doubt: ETHICAL ELICITATION TECHNIQUES THAT GATHER ACTIONABLE INTELLIGENCE

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Page 1: Ethical Elicitation

When in Doubt:

ETHICAL ELICITATION TECHNIQUES

THAT GATHER ACTIONABLE

INTELLIGENCE

Page 2: Ethical Elicitation

Cascade Insights

2/18/2010 2

• “We provide technology

companies with information

and comprehensive analysis

to beat the competition.”

• We’ll be sharing with you:

• Tools that we use to help accelerate

our Competitive Intelligence and

Market Research projects.

Contact:

[email protected]

[email protected]

tel: 503.898.0004

Page 3: Ethical Elicitation

Disclaimer

• We are not attorneys…

• Therefore considering any of the following

slides as legal advice would be a mistake on

your part.

• That said the slides that follow are based

on a certain degree of wisdom gained from

the practice of doing CI over an extended

period of time.

2/18/2010 3

Page 4: Ethical Elicitation

2/18/2010 4

Most rock journalism is by

people who can't write,

interviewing people who

can't talk, for people who

can't read. Frank Zappa

Page 5: Ethical Elicitation

Audience Product Marketers

Product Planners

Program Managers

Channel Marketers

Partner Marketers

2/18/2010 5

Page 6: Ethical Elicitation

One More Audience

• Eliciting Compensation

• Eliciting Company

Culture, Leadership Style

• Eliciting Org Structure

• Eliciting Company

―Health‖

2/18/2010 6

Page 7: Ethical Elicitation

Elicitation Defined…

2/18/2010 7

Page 8: Ethical Elicitation

Elicitation The Candidates

• The Happy Customer

• Willing to talk at length

• Willing to extol the virtues of

your product

• May be a ―bit‖ blind to the

demerits your product carries

with it.

2/18/2010 8

Page 9: Ethical Elicitation

Elicitation The Candidates

• The ―Not So‖ Happy

Customer

• No so willing to talk at length

• Top of mind answers as to why

they don’t like your

product/solution.

• May not be aware of mitigating

product benefits.

2/18/2010 9

Page 10: Ethical Elicitation

Elicitation The Candidates

• The ―Crowd‖

• Willing to talk, just maybe not

about what you’re interested

in.

• You’ll need to travel to see

them as much as they’ll travel

to see you.

• Easy way to find the

―agnostics‖ you need to reach.

2/18/2010 10

Page 11: Ethical Elicitation

Elicitation The Candidates

• The ―folks‖ you work with…

• Willing to talk, just maybe not

always what you are interested

in.

• They are right at hand.

• Have to be careful of who and

what you ask in some

situations.

2/18/2010 11

Page 12: Ethical Elicitation

When should you pick up the phone?

• When you want to know your own customers better

• When you need to understand more about “clogs” in the sales “pipe” first

hand.

• When you want to know customer pain points ―first hand.‖

• If you want to understand what your customers want from your next release

• If you want to understand how your partners or channel sells “you.”

2/18/2010 12

Page 13: Ethical Elicitation

When should someone else?

• When you want to understand what your competitor’s customers are doing, hearing,

or reacting to in the marketplace.

• What does the competitor say about your company and your offerings?

• When you want to talk to industry experts who have knowledge about your

competitors offerings.

• You don’t know who to call and you don’t know how to find them.

• You want the objectivity of 3rd party research.

• When you want to know what your customers say about you when you’re not

around?

2/18/2010 13

Page 14: Ethical Elicitation

Elicitation

IS NOT…

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The issue of… ETHICS

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Ethics SCIP Code of Ethics

• To continually strive to increase the recognition and respect of

the profession.

• To comply with all applicable laws, domestic, and international.

• To accurately disclose all relevant information, including

one’s identity and organization, prior to all interviews.

• To fully respect all requests for confidentiality of information.

• To avoid conflicts of interest in fulfilling one’s duties.

• To provide honest and realistic recommendations and

conclusions in the execution of one’s duties.

• To promote the code of ethics within one’s company, with third-

party contractors and within the entire profession.

• To faithfully adhere to and abide by one’s company policies,

objectives, and guidelines.

2/18/2010 16

Page 17: Ethical Elicitation

Ethics Questions to ask

• Legal Guidelines • Do you understand the legal implications of the research

you are about to undertake?

• Do you have legal counsel to turn to in case a questions comes up?

• Personal Ethics • What ―code of ethics‖ are you following as you elicit

information?

• Company Guidelines • What guidelines does your company already have in place

on the subject of qualitative research and/or elicitation?

• Do these guidelines differ if you are researching information about a competitor or your own company?

2/18/2010 17

Page 18: Ethical Elicitation

Elicitation

IN THE FIELD

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Elicitation – In the Field Before the Call – Research, Research, Research

• The ―Quick‖ Scan

• Step #1 - LinkedIn, Xing, Facebook

• Step #2 – Their company’s web site.

• Step #3 – Internet Wayback Machine (i.e. archive.org)

• Step #4 – Any public quotes the interview has given in

the past or any interviews that they have participated in.

• Step #5 – Twitter or Blog Feeds

2/18/2010 19

Page 20: Ethical Elicitation

Elicitation – In the Field Before the Call – Research, Research, Research

• The Level ―1‖ Diagnostic

• Book’s they’ve written or reviewed • Amazon, Visual Bookshelf, Library Thing

• Presentations they’ve given • SlideShare.net, Conference Speaker Searches

• CV’s they’ve made publicly available

• Google Maps Sat view of their location • Office Park, Home Office, The ―Glass Tower‖, Downtown, Rural,

etc.

• Searches tied to a ―nation bound‖ search engine path • i.e. www.google.ca not www.google.com

• Forum Searches • Google Groups, etc..

2/18/2010 20

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Elicitation – In the Field The First 20 Seconds

• Build Shared Understanding • It similar to ―good‖ Business Development rapport

building • Match Tone and Pacing

• Don’t say ―trite‖ things

• Don’t say ―cute‖ things

• Don’t make a ―joke‖ to start things moving

• Show real interest in all the aspects of the person you are interviewing

• Be appreciative of them giving you time to do the interview but remain an ―equal‖ in the conversation

• Do ask if this is a good time / Do reschedule if it’s not.

• State briefly (1 sentence) what you are attempting to accomplish

2/18/2010 21

Page 22: Ethical Elicitation

Elicitation – In the Field The first 2 minutes

• Conversation: • Does not have to be followed by the name of the

company you are doing research for.

• Does have to be followed by a disclosure of the company you work for.

• Does not have to disclose the purpose of the study.

• Does not have to divulge the details from other similar calls • Although this many be helpful to do so in some limited

ways.

• You have to be interesting in order for the ―shield to fall‖ in the next 10 to 20 minutes.

2/18/2010 22

Page 23: Ethical Elicitation

Elicitation – In the Field 2 Minutes to the 1 minute before the end

• Shared expertise first and more rapport second. • Shared Expertise - Business, Industry, Organizational,

Management, etc. • Interviewees need to clearly understand that they will gain

some insight as part of the process • Interviewees need to understand that you alone can provide

this insight • Not your company, not a ―final report‖, etc.

• Driving past the important points from the interviewee’s perspective is death to the call and the goal of generating worthwhile information

• You have to be an interesting person to talk to. • Open Discussion vs. Questions

• Interviewee should not be aware you are working ―off a list‖ of questions.

• Balance Advocacy and Inquiry • Be willing to advocate a contrary point of view

2/18/2010 23

Page 24: Ethical Elicitation

Elicitation – In the Field Before Goodbye

• Sincerely thank them for their time

• Ask them if you can follow up at a later

date if you have a question.

• Ask them (if the call went well) if they know

others with similar expertise, feelings, or

understanding about the marketplace you

and they were talking about.

• Get off crisply and cleanly.

2/18/2010 24

Page 25: Ethical Elicitation

A few Elicitation “Modalities”

• Ego Gratification

• Opposing Views

• Mutual Interests

• Silence

2/18/2010 25

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Ego Gratification Who doesn’t want to be

seen as an expert?

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Incorrect or Partially Incorrect Statements… I’ve just said something obviously wrong so…

2/18/2010 27

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Mutual

Interest I also…

2/18/2010 28

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Silence “The power of the pause”

2/18/2010 29

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2/18/2010 30

Elicitation is one whole of two halves...

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BizDev, Qual Research, and Elicitation in CI

BizDev Qual Research Elicitation

Contacts are called

Leads

Contacts are called

research candidates

Contacts are called

industry colleagues

Calls are called sales

opportunities

Calls are called

respondent interviews

Calls are called

networking

Looking for new leads is

called filling the pipeline

Looking for new

interviewees is called

recruiting candidates

Looking for new sources

of information is called

good business.

Conversations are

targeted toward

providing value –

services/product.

Conversations are tied to

a questionnaire.

Conversations are tied to

building a mutually

beneficial relationship.

You find new leads by

marketing or feet on the

street.

You find new interview

candidates by clipboard,

list, email, or searching.

You find new interview

candidates at..

2/18/2010 31

Page 32: Ethical Elicitation

Elicitation “Candidates” In Person

• Trade Shows

• The Booth

• Chalk Talks

• ―Lunch in Bucket‖

• Post Presentation Q/A

• Networking Events

• Industry Events

• Association Events

2/18/2010 32

Page 33: Ethical Elicitation

Elicitation “Candidates” Virtual Candidates

• LinkedIn • Profiles

• Groups

• Q/A • Facebook • Xing • Ning • Interviews with company representatives • SlideShare.net presentations • Book Authors • Article Authors • Twitter • Online Technology / Enthusiast Forums

2/18/2010 33

Page 34: Ethical Elicitation

“CORP” vs. “FIELD” The Age Old Battle

• <image of oil and water>

• <example of how field and sales>

2/18/2010 34

Corp Field

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Elicitation Internal Resources

• The ―Field‖

• Establishing relationships with your field can be one of the most beneficial ―networking‖ activities you can engage in.

• Some elicitation candidates: • Sales Engineers

• Account Managers

• Targeted Industry ―Sellers‖

• Engagement Managers

• Engaging with the field let’s you leave the ―ivory tower‖ of marketing.

2/18/2010 35

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2/18/2010 36

Your company will leak

Others will elicit intelligence

from your field, your

channel, and corp

employees

Page 37: Ethical Elicitation

Tools to use…

• Casting Words

• Desktop Search

(Spotlight or Windows

Search) on Transcripts

• Skype • Easy Audio and Video

Recording of interviews

2/18/2010 37

Page 38: Ethical Elicitation

Do’s and Don’t

• Do

• Get out there and talk to customers, the field,

and understand how they view your offering.

• Become an expert in your industry not just your

company.

• Don’t

• Ignore your own common sense

• Be someone you’re not

2/18/2010 38

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Elicitation

Closing Thoughts

2/18/2010 39

Page 40: Ethical Elicitation

Cascade Insights

• “We provide technology companies

with information and comprehensive

analysis to beat the competition.”

• Specialize in projects that require:

• Software or Hardware—Product/Industry Knowledge

• Understanding of Business to Business Sales and

Marketing Dynamics

• Solid secondary research from non-marketing

sources (forums, blogs, technical webcasts, and

presentations, etc.)

• Interviews with the users or implementers of your

product and competing products in your space

• Recruiting of hard to reach individuals, ranging from

developers, senior architects, implementers, and

executive decision makers

2/18/2010 40

Contact:

[email protected]

[email protected]

tel: 503.898.0004

Page 41: Ethical Elicitation

2/18/2010 41

APPENDIX

Page 42: Ethical Elicitation

Ethics and Elicitation

• From: ―Competitive Intelligence Ethics: Navigating the Gray Zone‖

• On the impact of the Economic Espionage Act (EEA) of 1996. • From the restatement of Torts,1939

• ―The privilege to compete with others includes a privilege to adopt their business methods, ideas, or processes of manufacture. Were it otherwise the first person in the field with a process or idea would have a monopoly which would tend to prevent competition.‖ (Section 757)

• ―It is the employment of improper means to procure the trade secret rather than the mere copying or use which is the basis of liability under the rule in Section 757.‖

• ―The EEA does not fundamentally change what was and was not considered ―improper means‖ under pre-EEA trade secret law.‖

• ―The added risk the EEA poses is that the potential criminal is that now trade secret theft subjects the perpetrator to both federal criminal law and state civil law penalties. This added risk is of no consequence, though, to the professional who has been practicing CI in a legal manner all along.‖

2/18/2010 42

Source: ―Competitive Intelligence – Navigating the Gray Zone,

Richard Horowitz