How to ethically uncover rivals' roadmap and sentiment beyond public data

[EvelynWR]

I'm a product manager for a B2B SaaS company, and we're about to launch a major feature update. My director has asked me to conduct a thorough competitive intelligence analysis to understand how our key rivals might respond. I'm comfortable tracking their public pricing and features, but I'm struggling to gather insights on their strategic roadmap or customer sentiment at a deeper level. What are some ethical and effective methods for gathering competitive intelligence beyond just monitoring their website and social media? How do you analyze this information to anticipate moves rather than just react to them?