Objective example
Watch whether a named competitor is moving from self-serve teams into regulated enterprise accounts.
Use case
Notice when a competitor’s direction actually changes.
Track public product, talent, partnership, messaging, and technical signals as a connected timeline—not a folder of isolated mentions.
Useful evidence
Pricing and packaging changes, job requirements, compliance pages, partner announcements, public tenders, changelogs, and technical documentation may strengthen or weaken the thesis.
Human decision
The field brief can suggest questions for sales or strategy teams. It cannot confirm private intent, guarantee completeness, or replace primary research.