Win-loss analysis
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Win-loss analysis asks recent buyers why they chose you or a competitor, ideally soon after the decision. Covering both won and lost deals avoids hearing only from happy customers, and coding the reasons shows patterns individual sales calls miss.
Brand switching survey questions
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Ask which brand respondents used before, what made them change, how long they considered it and what nearly stopped them. For current competitor customers, ask what would have to happen for them to switch.
Share of wallet research
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Share of wallet measures how much of a customer's category spend goes to each brand. It reveals customers who buy from you but give most of their budget to a competitor, and an open follow-up explains why.
Perceptual mapping
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A perceptual map plots brands on the attributes buyers care about, such as price and quality, based on how respondents rate each brand. It shows crowded positions and the gaps no competitor owns yet.
Competitive benchmarking survey
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A benchmarking survey rates your brand and competitors on the same attributes, with the same scale and sample. Repeating it each year shows whether a gap is closing, and the open answers explain what changed.
How to analyse competitor reviews
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Online reviews show what competitors' customers praise and complain about, but they over-represent extreme opinions. Use them to build hypotheses, then test those in a survey with a balanced sample of category buyers.
Unaided brand consideration
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Ask which brands respondents would consider before showing any list, then show the list for aided consideration. The unaided answer is the stronger signal, because it shows which brands come to mind at the moment of choice.
Researching a competitor's product launch
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When a competitor launches, survey category buyers on awareness of the launch, first impressions and whether it changes their plans. Running the study within weeks catches reactions before they settle into habits.
