A product watch may set up on a competitor's products or on the client's own ones.

A watch on a competitor's products will help understand its positioning, the scope of its media impact, its advertising budget and communication policy. Likewise, it will identify any new product launched on the market.

Likewise, a watch on its own products will allow a company to test the response to them, assess the media plan of its campaigns and document the extend of its impact. Such a watch is often combined with an online “chat” surveillance.