How to do Retrospective Competitive Research

The Wayback Machine is a digital archive of older versions of web pages. Business researchers, and competitive intelligence professionals can use older versions of a website for company research. I have used this website to look for deleted products and branding changes, as well as tracking pricing information. It's also been great to find the names and bio’s of past management. Not every web page is included but it’s a fantastic resource for building up a picture about an organisation, their products or employees.