The key idea
Treat the model as an assistant for organising material. Claims about market size, competitors and customer behaviour need identifiable sources and dates.
Our method
Turn the decision into a small question set. Collect reliable source material, distinguish observations from interpretations and record conflicting evidence. Ask for a table of claims, sources, dates and uncertainty before drafting the executive summary.
How to assess progress
Open the cited sources and check whether they support the exact claim. Do not turn a model's confidence into evidence or extrapolate from a few examples to an entire market.
Decision
Make the research serve a choice such as entering a segment, adjusting an offer or rejecting an opportunity. Write the decision and the evidence that could change it. This limits collection to useful questions and gives contradictory findings a legitimate place in the brief.
Exercise
Build an evidence grid for three competing explanations of the same customer problem. For each explanation, collect a relevant primary source and an observation from material your team is authorised to analyse. Ask the model to list supporting evidence, contrary evidence and missing coverage separately. Reopen the original material before accepting any summary.
Deliverable
Deliver a decision brief with the competing explanations, evidence strength, source date, population covered and unresolved question. Finish with the cheapest next investigation that could discriminate between explanations, such as a focused interview question or a review of a specific category of enquiries.
Pitfall
Do not combine incompatible market definitions into a persuasive total. Two sources may measure different countries, buyer types or periods. Preserve those boundaries in the grid and label a gap explicitly when the available evidence cannot support the decision.
Compare competitors over time with a reviewable change record
Demos
A synthetic CSV covers four campaigns across two periods. The question: does improving overall return hide a problem?
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