Remember that not all information you find on your competition will be accurate or correct. That is what makes this probably one of the most difficult aspects of the whole process.
In addition to utilizing search engines to gather information, there are also other places to find helpful information about your competition and the general industry. These sources will help you gain additional insights that can potentially help your company grow and minimize competitive risks.
In addition to using the free information on the internet, you can pay for database and subscription services. The advantage is that they provide a wide range of easily accessible information. This can save you time spent combing the internet piecemeal.
In order to gather information for competitive intelligence, you need to tap into a variety of resources. Even if you outsource the process, you will still want to keep informed as much as possible. Doing so will help give you insights into the industry, your competition, and the market that may give you inspiration and insights into current and future trends. If you outsource, you may be too far removed from this process.