Purpose: The goal is to understand and enhance the business objectives of a product or service through research. This involves identifying what people are willing to buy and understanding who these potential customers are.
Methods: Typically, competitive audits are conducted using surveys, self-learning, and focus groups. The primary focus is on understanding the target audience's perceptions and how they receive the product or service.
It's essential to recognize and address personal biases and assumptions throughout this process. For more on assumptions and biases, see Assumptions & Biases.
We often make numerous assumptions. It's crucial to test these assumptions before investing significant time and effort. One effective way to validate assumptions is by comparing them to other products with similar attributes. By benchmarking your product against competitors, you can:
Competitive research involves systematically looking at what others are doing and learning from it. A good competitive audit provides benchmarks for your experience and helps you understand likely user expectations. It sets a standard you need to surpass and can also inspire unexpected ideas.
Competitors don't have to be the obvious ones. For example, redesigning a government service for camping reservations might involve looking at how hotels and travel booking services solve similar problems. This approach helps in understanding user assumptions and expectations across different industries.
המטרה היא להבין ולשפר את הטרות העיסקיות של המוצר/שירות ע״י מחקר. מה אנשים יקנו ומי הם האנשים האלו?
בדרך כלל נבדק ע״י שימוש בסקרים, למידה עצמית וקבוצות מיקוד.
מתמקד בעיקר על תחושות קהלי היעד והאופן בו הם מקבלים את המוצר/שירות.
גם פה את אומרה לחשוב על עצמך כמשוחדת Assumptions & Biases ← צריך לכתוב על זה
ראיה סטטיסטית ורחבה של מה קורה בשוק -מקומי, העולמי, המיידי, הלא מיידי, היישיר והעקיף.
מספק קריאה על מה שקהלי היעד אומרים על השימוש והגישה שלהם כלפי המוצר/שימוש.
עוזר לבסס השערות כלפי קבלה אפשרית של מוצר/שירות חדש.
We make a lot of assumptions, it's essential to check their validity and to test them before we investing unneeded effort and time into them.
A good way to test assumptions, is by comparing them to other products that share same attributes we'd like reach and to excel.
By comparing your product with its competitors we'll use that data to create a benchmarks.
Results help establish best practices, form baseline performance metrics, identify problem areas and build a vision and direction for product strategies for the next product release cycle.
A formalized process for the necessary step of “We looked around at what other people are doing, and here’s what we learned.” A good competitive research provides benchmarks for your experience and helps you think through likely user expectations. It shows you the bar you have to clear, and may also spark unexpected ideas. Grounds for comparison vary by category and problem, but ‘competitors’ don’t have to be just the obvious competitors: Someone redesigning a government service for camping reservations might look at hotels and travel booking to get a sense of what assumptions users might carry over and how other industries have solved similar problems.
Now let's find out who are their; friend, colleagues, influencers, family, loved, heated etc'. You can use Competitive Analysis [1].