CHAPTER 14 Competitive Research
Products don’t exist in a vacuum. For any given service or consumer niche, there is a whole ecology of competing products. Each has a different approach to how it attends to the needs of its users. But which differences matter? Small differences in functionality, presentation, or identity can sometimes make a big difference in how people perceive a product. And sometimes they don’t matter at all.
Understanding which of your competitors’ strategies work and which don’t is critical to understanding what will work with your product and where to focus your development energy.
Traditional competitive analysis is performed by the business development group or by independent auditors. The goal is to look at a company’s ...