7. Mistakes to avoid

Don't put too much faith in public data, which often conceal reality and sometimes reveal misinformation.

Don't forget that your data collection will never be exhaustive, but it will keep you on your toes, alert to changes in the market, the emergence of new competitors or new substitution techniques.

Don't hesitate to use mind mapping to help you map your data in the form of tree structures, which have the great merit of providing a global view of a field. The proximity of keywords or images often leads to fruitful associations of ideas ( cf. Compare mind mapping software