Competitive Intelligence: Turn Research into Strategy

This course contains the use of artificial intelligence.

A competitor cuts its price. What evidence would make you respond?

Before you match a discount or change your positioning, find out what the announcement actually means for your customers. Dr. Law Payne guides you through a practical competitive intelligence process for decisions you can explain to a team.

What you’ll learn

• Turn a broad market concern into a question worth investigating.

• Evaluate the reliability and relevance of sources and show where the evidence is incomplete.

• Separate observations from interpretations and test competing explanations.

• Compare responses and write a brief that makes the next decision clear.

Put it to work

Use the lesson worksheets to organize a competitor brief around a real business decision. The course walks through a fictional pricing change, giving you a place to practice comparing offers, questioning assumptions about comparable terms, and deciding whether the evidence supports a response. Review the worked examples after drafting your own interpretation so you can see where your reasoning differs.

Who this course is for

This course is designed for founders, marketers, strategy teams, and business leaders who need to interpret competitor moves and explain what their teams should do next. Bring a competitor or market question from your own work. You can follow the examples with a document or spreadsheet and adapt the approach to the sources you already use.