Scope
The scope is agreed before research begins so the findings stay relevant to the customer’s actual decision.
- Relevant direct competitors and substitutes within the defined service area
- Positioning, service scope, packages, timing and exclusions
- Published price signals, estimate language, financing and promotions
- Reviews, credentials, guarantees, proof and availability
- Mobile buying paths, booking friction and customer questions
Process
- Define the service, customer segment, geography and buying situation.
- Select competitors based on service fit, geographic overlap and verifiable public evidence.
- Capture dated source links and classify each point as visible, unclear or not publicly stated.
- Compare the offer, proof and buying path using a consistent matrix.
- Rank findings by customer relevance, evidence strength, effort and controllability.
- For Rolling Intel customers, monitor the same set and report material public changes and revised priorities.
Evidence standards
Material observations are tied to a dated, reviewable source. Facts, interpretations and recommendations are kept separate. Missing information is labeled as missing or unclear rather than inferred. Customer-provided facts are distinguished from independently observable evidence.
Limitations
- Standard reports use public information and customer-provided business context.
- A missing public price or claim is recorded as not publicly stated, not estimated.
- The report does not claim access to private revenue, costs, strategy, market share or confidential data.
- Findings are point-in-time marketing observations, not legal, financial, accounting, pricing or antitrust advice.
Quality review
Before delivery, names, links, pricing labels, calculations and high-priority claims are checked for internal consistency. Recommendations must be specific enough to assign an owner and review date. Monitoring work uses the same defined comparison set so changes can be evaluated against a stable baseline.