A project’s intelligence used to cover the same few topics for every brief. A repositioning project and a product launch got the same headings, even though they need very different research.
Now each project gets intelligence areas picked for its brief. When the brief is ready, Multiply chooses one to four custom areas, named for what this project needs, like “Nordvik brand: repositioning from café to retail”, rather than a generic topic.
What an area does
Each area is an analyst for one part of the problem. It reads the project’s files, searches the web for what they leave out and keeps its section up to date as you add material. What the areas find feeds the suggested next tasks for the project.
You stay in charge of the coverage
Open Edit areas to add more from a catalogue of fifteen, from Audience, Competitors and Media landscape to Measurement, Compliance and Stakeholders, or to remove the ones you do not need.
The result is research shaped like the brief in front of you, not like a template. More on intelligence.