Track what changed.
Structure observations around product releases, public positioning, pricing disclosures, and channel changes. Record the source and date.
Competitive intelligence / A wider perspective
See the moves.
Find your position.
Competitor tracking, product comparisons, and market context belong in the same conversation. Give strategic research a clear frame, from the first observation to the decision brief.
Explore the frameworkLandscape notebookCONCEPT VIEW
Specialist depth ↑Sample ASample BYour productBreadth of offering →
Illustrative placement only. Define comparison criteria and add cited evidence before using a positioning map.
Research dimensionEvidence to collect
Product scopeDocumented use cases
Commercial modelPublished terms and packaging
Market positioningDated public statements
A comparison checklist, not a completed product assessment.
Compare on common ground.
Use consistent definitions for product scope, target segments, and commercial terms. Keep missing information visible.
Separate signal from inference.
Connect competitive benchmarks to strategic questions, with explicit assumptions and confidence notes.
Research discipline
A stronger brief starts with better evidence.
What belongs in a competitor record?
A defined peer set, a dated observation, its public source, and an explanation of why it matters. Claims without supporting evidence remain unverified.
How should benchmarking be framed?
Choose criteria before scoring. Explain the weighting, comparison period, and limitations so readers can assess the conclusion.
How can this framework be used?
The research approach keeps scope, source dates and uncertainty visible so that readers can assess the information in context.
Questions about this research?
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