PRODUCT MARKETING
Research & Market Insights
Competitive Research
Competitive research helps you understand how your product compares to others and where you can differentiate.
Why it's Important
Identifies your unique value proposition.
Uncovers gaps in the market.
Helps anticipate competitor moves.
Improves sales and positioning strategies.
How to Implement
Analyze competitor pricing, messaging, and features.
Conduct SWOT analysis of major competitors.
Read customer reviews of competitors to identify pain points.
Track competitor funding and product launches.
Engage in mystery shopping to experience competitor offerings.
Available Workshops
Competitor SWOT Analysis to identify strengths and weaknesses.
Feature Matrix to compare products side by side.
Objection Handling Workshop to address competitor strengths.
Customer Review Mining to find dissatisfaction gaps.
Positioning Strategy Session to refine differentiation.
Deliverables
Competitive analysis report.
Feature comparison matrix.
Positioning differentiation summary.
Key insights for sales and marketing teams.
How to Measure
Market share growth compared to competitors.
Customer win/loss analysis in competitive deals.
Improved conversion rates after refining differentiation.
Real-World Examples
Apple vs Samsung
Apple differentiates on ecosystem lock-in and design, while Samsung competes on hardware specs.
Zoom vs Microsoft
Zoom initially won on ease of use, but Microsoft leveraged enterprise integration.
Notion vs. Evernote
Notion capitalized on Evernote’s stagnation by offering a more flexible workspace.
Get It Right
Focus on differentiation rather than imitation.
Continuously update research as competitors evolve.
Identify indirect competitors who may enter your space.
Use real customer feedback, not assumptions.
Align research findings with your product strategy.
Don't Make These Mistakes
Copying competitors instead of innovating.
Failing to update research regularly.
Underestimating indirect competition.
Relying solely on feature comparisons without considering customer experience.
Overlooking pricing strategy in competitive analysis.
Provided courtesy of Catherine St Clair, Product Marketing Manager, St Clair GTM Consulting