Research question: The decision the comparison should support. Selected sources: Company, competitor, and market information. Comparison criteria: The capabilities, audiences, or messages to assess.
Who uses it
Strategy lead + business or marketing owner
The workflow
From market evidence to a competitive brief.
Competitive research is useful when it answers a decision. Define the comparison, organize the evidence, and separate observed claims from interpretation so the team can decide what matters.
01
Your team
Define the decision and comparison
Choose the competitors, market questions, and scope of the review.
Starts with: a focused research brief.
02
AI assistance
Collect the relevant evidence
Review the selected sources and capture the claims, capabilities, and positioning relevant to the brief.
Produces: a traceable evidence set.
03
AI assistance
Explain the patterns and gaps
Organize similarities, differences, and open questions. Keep evidence separate from recommendations.
Produces: a comparative brief with source links.
04
Human decision
Challenge the interpretation
The strategy owner checks the sources, tests the conclusions, and decides what to use or research further.
People decide: strategic implications and next steps.
05
Your team
Keep the brief usable
Save the reviewed comparison and unresolved questions for later planning.
Produces: a reviewed brief and research priorities.
Your reviewer can request more evidence or revisions before the work moves forward.
What comes out
A sourced competitive brief
Competitive brief
A clear comparison against the chosen criteria.
Source record
Evidence and source links supporting the findings.
Strategic questions
Gaps and implications for the team to review.
Explore related workflows
Track changes in your audience
Compare audience evidence over time and prepare a brief on the changes your team should investigate.
