Competitive intelligence

How to conduct sourced competitive research for marketing and strategy?

1250 € per session, excl. VAT

In short

This training is for professionals seeking to conduct accurate and sourced competitive research. Participants will learn to define the market and competitors, conduct in-depth research using appropriate tools, and synthesize information. They will produce a reusable competitive matrix and research note, enhancing their ability to compare offerings and strategies.

Why this training?

The problem
Teams struggle to conduct structured and reliable competitive intelligence, lacking methods to source and organize information effectively.
What it costs today
This shortcoming leads to incomplete analyses, imprecise comparisons, and strategic decisions based on outdated or unverified data.
Why this skill
This skill is necessary to ensure rigorous competitive analyses, based on verified sources, allowing the company to position itself relevantly.
What you gain
The participant and the company gain verified competitive insights, ensuring reliable comparisons and better-informed strategies.

Objectives of this training

  • Define the target market, key competitors, and relevant analysis criteria.
  • Leverage advanced research capabilities to identify reliable primary and public sources.
  • Harmonize collected data on competitor offerings, pricing, and scope.
  • Distinguish factual observations from interpretations for objective analysis.
  • Develop a strategy for the regular updating of competitive intelligence.

Who is it for and what are the prerequisites?

Roles and tasks concerned

  • Marketing managers analyzing product positioning
  • Product managers evaluating competitor offerings
  • Business developers studying market shares
  • Strategic analysts developing recommendations

Prior skills

  • AI Fundamentals and AI Prompting completed, or equivalent experience (a learning prerequisite, not a registration condition).
  • Knowledge of the company's market
  • Understanding of current offers and services
  • Ability to formulate complex search queries
  • Proficiency in leveraging advanced search capabilities
  • A paid subscription to an AI solution offering the features used, the organisation’s authorisation for third-party tools, and the actual accounts and access rights.

To prepare before the session

  • Have a computer available for practical exercises.
  • Ensure access to the required research tools.
  • Select a specific business case to work on during the session.

What you will work on

  1. Framing the Intelligence

    This block enables precise delineation of the intelligence scope, including competitors and criteria to observe.

  2. Researching Information

    This block allows using the tool to find proven information from reliable sources.

  3. Comparing Data

    This block allows organizing and harmonizing collected information to facilitate comparisons.

  4. Synthesizing Analysis

    This block allows producing clear analysis and setting up a process for intelligence updates.

What you take away

  • A comprehensive and reusable competitive matrix.
  • A structured intelligence brief ready for use.
  • An action plan for maintaining competitive intelligence.

Method and assessment

  • Demonstrations with explanations using a concrete case
  • Guided exercises followed by application to your role
  • Peer review of results and source verification
  • An individual or team action plan

Assessment is formative: participants complete and review a practical case linked to the intended deliverable (A competitor matrix and a reusable intelligence brief). Criteria include meeting the brief, accuracy, checks performed and the ability to explain decisions. Each participant identifies an application to test in their own work.

Frequently asked questions

What is the concrete outcome for my team after this training?

Your team will be able to produce sourced and structured competitive analyses. This will lead to better-informed strategic decisions and a more relevant positioning of the company in its market.

Who should participate in this session and what are the essential prerequisites?

This session is for professionals who analyze the market or competitors. It is essential to have a good knowledge of your market and to be proficient in leveraging advanced search capabilities before starting the training.

What data or documents will be used and how will they be protected?

We will use fictitious or anonymized data, or business cases that you bring and that do not contain sensitive information. Discussions remain confidential, and the deliverables produced will not contain any classified information.

What type of exercise will be carried out on my business case?

Participants will work on their own business case to build a competitive matrix and an intelligence brief. The exercise includes defining criteria, conducting research using advanced search methods, and synthesizing information.

What are the limitations of the methods used and who validates the final result?

Advanced search methods are powerful but require human verification of sources. The participant is responsible for the final validation of their analysis and the integration of the results into their business context.

How will the training adapt to my profession or the specific cases of my organization?

The training is designed to be applied to your concrete business cases. Participants will define and work on their own intelligence scenarios, with guidance to adapt the methods to their specific needs.

Last updated: