Resources
Practical notes on evidence-backed research.
Short guides with worked examples. The companies in them, Fieldnote and Meridian, are fictional.
Looking for a term? See the glossary.
Method
How sources, claims, insights and confidence fit together, and how to keep disagreement visible.
5 min read ·
What confidence should mean in AI-assisted research
Confidence should describe the evidence behind a finding, not how fluent the answer sounds. A definition, a rubric and what to display.
Read5 min read ·
Market intelligence vs competitive intelligence vs market research
Three terms that overlap in practice. What each covers, who uses it, and how the work differs.
Read5 min read ·
What makes a positioning recommendation defensible
Five checks a positioning recommendation should pass before it reaches a client or a leadership meeting.
Read5 min read ·
Sources, claims and insights: a practical model for market intelligence
Three record types, what each one is for, and how to stop them blurring into one summary document.
Read4 min read ·
How to handle contradicting sources in competitor research
A four-step method for keeping disagreement between sources visible instead of averaging it into a confident sentence.
Read4 min read ·
What an evidence-backed market research workflow looks like
A six-step market research workflow in which every conclusion keeps a trail back to its sources.
Read4 min read ·
Why competitor research should be a list of claims
Why breaking sources into atomic claims makes competitor research easier to check, compare and reuse than a summary.
ReadWorkflows
Step-by-step ways to run competitor research, mine reviews and build battlecards from stored evidence.
5 min read ·
How to build sales battlecards from traceable evidence
A battlecard structure where every line links to a claim, with wording rules for contested and stale evidence.
Read5 min read ·
How to turn customer reviews into claims
A method for converting review text into checkable claims, counting them fairly, and keeping the original wording attached.
Read5 min read ·
A repeatable competitor research workflow for B2B SaaS
A five-stage competitor research workflow a product marketing team can repeat each quarter, with a worked example.
ReadMonitoring
How scheduled checks, snapshots and change detection work, and what they cannot tell you.
5 min read ·
How to track competitor pricing changes without losing history
What to record for each pricing check, how to read a change, and why a latest-state spreadsheet loses the information you need.
Read4 min read ·
How change detection works, and what it cannot tell you
A plain description of snapshot comparison, baselines and signals, and the limits of detecting change on web pages.
Read4 min read ·
Research vs monitoring: why you need both
Research answers a question once. Monitoring keeps the answer current. How the two fit together in a recurring workflow.
ReadFor agencies
Running research across several clients without rebuilding it each time.
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