Skip to main content
Use this page to collect and organize competitor evidence. It owns the research step: what a competitor says, where it says it, and the source that supports the claim. It does not decide whether a particular account should receive displacement outreach; use competitive intelligence signals for that decision.

​
Start with a narrow question

Choose one output before collecting data:
  • A current ad and positioning brief
  • A comparison of public claims, offers, and audiences
  • A list of people publicly discussing a competitor topic, with evidence for review

​
Collect evidence, then synthesize it

1

Define the competitor set

Start with a short list of domains or company names. Add a platform or audience constraint if the question is about one market segment.
2

Keep source types separate

Collect ads, websites, comparison pages, public posts, reviews, and news as separate evidence types. A claim from one source does not validate another.
3

Normalize the evidence

Label the observed message, audience, offer, and theme. Retain the original URL and date next to the normalized summary.
4

Write a reviewable output

Produce a brief or campaign-input file that distinguishes observed evidence from the team’s proposed response.

​
Use an inspectable output

​
Competitive-engagement campaign example

Public engagement can be a useful research input, but it is not automatic intent. Keep the post and the person’s public contribution as evidence, then check account fit and use the topic—not surveillance behavior—in any draft.

​
Quality rules

  • Keep raw evidence and synthesis separate.
  • Do not infer spend unless the source returns it.
  • Do not present public engagement as proof of buyer intent.
  • Keep the exact URL for every campaign claim.
  • Drop thin or unverifiable evidence instead of padding the report.