PHASE I: INFORMATION Perception testing is the basis of our information phase. We conduct primary and secondary research to determine if biases exist, opportunities are being maximized, problems are being solved and what competitive forces are at play. Figure 1.1 Information Gathering Charts Pulling valuable data from extraneous information is an essential task in the iSMART Process. More Critical Equation ... Phase 1. Information Phase 2. Insight Phase 3. Intent Phase 4. Influence Phase 5. Image Phase 6. Innovation Phase 7. Integration Phase 8. Impact