A statement directly supported by identifiable public evidence. Recorded with its source and the date it was checked.
Sourced from a page you can open yourself, quoted or described plainly.
How it works
A method you can audit, not a black box.
The value is discipline: sourced facts, labeled inferences, and honestly named unknowns. Here is exactly how a decision question becomes a defensible brief.
The core distinction
Three states, kept separate on purpose.
Most competitor work blurs what is proven with what is guessed. Evidence Axis keeps them apart — in the analysis, in the report, and in how this page is built.
A reasoned conclusion drawn from the available evidence. Clearly separated from verified fact, with the reasoning stated.
What the evidence suggests, labeled as interpretation rather than proof.
Something the available public evidence cannot responsibly establish. Named, not guessed at or quietly filled in.
The questions we could not close, so you know where certainty ends.
Traceable reasoning
Walk any conclusion back to its source.
Nothing in a brief arrives as a bare assertion. Trace the path from a public source, through the observation, to the fact, the inference, the unknown, and the decision it informs.
Select any conclusion to trace its provenance back to a source.
- SRCSource
A public page: pricing, documentation, a changelog or a review.
- OBSObservation
What the source plainly shows, quoted or described without embellishment.
- FACTFact
A statement the source directly supports, kept separate from interpretation.
- INFERInference
A reasoned conclusion drawn from the facts, labeled as interpretation.
- UNKUnknown
What the evidence cannot establish, named rather than guessed.
- DECDecision implication
What this means for the decision in front of you.
The sequence
From decision question to decision brief.
- 01
Define the decision question
We start from the decision you actually need to make, not a generic "competitor overview." The question sets the boundary for everything that follows.
- 02
Set the research boundary
We agree which competitors, which sources, and what is in and out of scope. Competitor findings come from lawful public evidence; you can add your own context. No confidential or non-public competitor data.
- 03
Discover and check sources
We work through public pages, documentation, pricing, changelogs, marketplaces and reviews, recording each source and the date checked.
- 04
Extract and classify evidence
Each observation is recorded and labeled Fact, Inference or Unknown. Marketing language is separated from substantiated capability.
- 05
Surface contradictions and gaps
Where sources disagree, we show the conflict rather than resolving it silently. Where evidence runs out, we mark the unknown.
- 06
Draw decision implications
We connect the evidence to your decision: what it supports, what it does not, and what would need to be true for a different call.
What the discipline covers
The details that keep a brief honest.
- Question definition
- The decision sets the boundary. A vague question produces a vague brief; we sharpen it first.
- Research boundary
- We agree what is in scope, what is out, and which sources count — before the work begins.
- Source discovery and quality
- We prefer first-party and primary public sources, and weigh them by what they can actually support.
- Date checking
- Public information changes. Every observation records the date it was checked.
- Evidence extraction
- We record what a source plainly shows, quoted or described, before interpreting it.
- Conflicting evidence
- When sources disagree, we show the conflict rather than resolving it silently.
- Missing evidence
- When the record runs out, we mark the Unknown instead of filling it with a plausible guess.
- Interpretation
- Inferences are labeled as interpretation, with the reasoning visible.
- Limitations
- We state what the brief cannot support, so its confidence is never overstated.
- Decision implications
- We connect the evidence to your decision — the point of the whole exercise.
- Source register
- Every source is listed so you can verify any finding yourself.
Start a brief
See the method on your own question.
A Two-Competitor Decision Brief is $150 at pilot pricing and delivered in 3 business days. Send the question — no call required.