Market intelligence with source references
How can you prototype an assistant that turns market sources into verifiable alerts that are useful for marketing decisions?
3500 € per session, excl. VAT
In short
Two days, totalling 14 hours excluding breaks, to design a market monitoring prototype using an approved generative AI. You define the sources, structure the assessment of signals, produce a traceable synthesis and test its reliability. You leave with an evaluation protocol and a pilot plan, without aiming for industrial-scale deployment.
Why this training?
Monitoring scattered across articles, competitor announcements and internal notes creates duplicates and obscures changes that are genuinely relevant to marketing positioning. The assistant can facilitate sorting and synthesis, but its conclusions must remain linked to sources. The training addresses omissions, contradictions and false alerts before any information is circulated. Running case study: Orbeva Emballages, a fictitious reusable packaging company, wants to identify new competitor offerings and changes in demand. A fictitious corpus combines announcements, catalogues, contradictory articles and outdated documents to prepare a weekly marketing review. Transfer to the workplace: Propose a pilot covering a single market segment, with validated sources, marketing review and a weekly assessment of useful alerts, omissions and corrections before any expansion.
Objectives of this training
- Define the scope of market questions and alert criteria
- Select sources according to their reliability and currency
- Configure a prototype that produces source-backed syntheses
- Measure errors and omissions using an annotated corpus
- Formalise the conditions for a supervised pilot
Who is it for and what are the prerequisites?
Roles and tasks concerned
- Marketing and market intelligence managers
- Product managers and analysts responsible for competitive intelligence
Prior skills
- Have practical experience of structured requests with a generative AI
- Understand the marketing decisions informed by monitoring
- Be able to organise and filter a source table
What you will work on
Frame the decisions
Objective: Define actionable monitoring. Competitive scope, recipients, frequency and exclusions.
Assess the sources
Objective: Build a controlled register. Authority, currency, access rights and confidentiality.
Prepare the documents
Objective: Preserve traceability. Identifiers, dates, excerpts, duplicates and versions.
Design the workflow
Objective: Separate processing from validation. Manual import, classification, extraction, synthesis and review.
Write the instructions
Objective: Set boundaries for responses. Market taxonomy, mandatory evidence, abstention; documents treated as data, not as instructions.
Assemble the prototype
Objective: Produce an initial monitoring report. Alert format, importance and limits of interpretation.
Build the reference
Objective: Establish the expected results. Relevant and irrelevant signals, and uncertain cases.
Measure detection
Objective: Quantify correct alerts and omissions. Precision, recall and citation accuracy.
Test the limits
Objective: Observe failures. Contradictory sources, old dates, missing evidence and rogue instructions.
Correct and retest
Objective: Verify the improvements. Revision of instructions and regression testing.
Organise dissemination
Objective: Safeguard the marketing review process. Human validation, urgency, archiving and correction.
Prepare the pilot
Objective: Decide on the trial conditions. Limited scope, responsibilities, thresholds and shutdown.
What you take away
- Scoping document and source register
- Documented prototype and version-controlled instructions
- Market bulletin with evidence and uncertainties
- Test report and pilot plan
Method and assessment
- Short instructional inputs followed by immediate practice using the case study that runs throughout.
- Individual work followed by work in pairs, with peer review of the outputs.
- Guided group discussion: what works, what needs to be corrected and what remains a human decision.
- Preparation: Check access to a tool authorised by the organisation and its document import capabilities. Prepare intelligence questions and fictitious or anonymised examples, without confidential information.
Observable criteria: Each alert refers to a document, a date and a supporting passage. ; Facts, hypotheses and contradictions are explicitly distinguished. ; Precision and recall are calculated on the annotated corpus. ; Cases without evidence trigger abstention rather than an assertion. ; The pilot specifies the person responsible, acceptance thresholds and the shutdown procedure..
Frequently asked questions
Is programming required?
No; the prototype can operate through manual imports and runs.
Will collection be automatic?
Only if the capabilities and permissions are confirmed; collection can remain manual.
Can we use our documents?
The exercises use only fictitious or anonymised cases in authorised tools.
Will the assistant be made production-ready?
No. The two days result in a tested prototype and a supervised pilot plan.
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