1. Define the decision and review window
Write down who will use the findings and what decision is coming up. “Review packaging changes at three competitors before Friday’s sales meeting” gives a researcher a clearer boundary than “track our market.”
Record the companies, regions, products, date range, and exclusions. Reuse the same scope next week so the results remain comparable.
2. Choose sources by the claim they can support
Use official pricing and contract material for published offers; product documentation and changelogs for feature availability; announcements for stated plans; and independent discussion for reactions. Several articles repeating one press release are not several independent confirmations.
For website changes, keep the exact URL and a dated baseline. Record the page’s region, currency, and login state where these affect the observation.
3. Separate change detection from verification
A changed title, redirect, missing page, or new paragraph is a reason to investigate. Open the source, compare the relevant wording, and check whether the observation is material to your decision.
Label the limits: you may see an announcement before general availability, or a regional offer that does not apply to all customers.
4. Write one claim per finding
For each finding, record the observation, source, observation date, confidence, alternative explanation, and next check. Keep your business interpretation separate from the documented fact.
Example: “The pricing page now lists an annual billing option” is narrower and easier to support than “The competitor is moving upmarket.” The second statement needs more evidence.
5. End with an owner and next action
Send a concise weekly brief with the few changes that matter. Give every follow-up an owner and a due date. If no material change was observed, report the scope reviewed and the coverage limitations.
Use the free brief template, then compare your first draft with the first-party sample.
Where EvidentSignal fits
Free supports an initial competitor news watch in your browser. Pro adds official-page monitoring, weekly competitor briefs, and scheduled email delivery. See the walkthrough and current plan descriptions before choosing your workflow.