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Description of the method
Competitor evaluation interviews explore what other products or services people are comparing yours against when making a decision. They are especially useful when run in conjunction with a competitive benchmark survey. The survey will do a great job of telling you what people think, use the interview to find out why that is. This is especially powerful when investigating a result from the survey that isn’t expected or generally not understood.
What Great Questions can you answer?
Who are my competitors?
Why do we lose deals to competitors?
What features do my competitors have that we should consider?
Strengths of the method
Develop deeper competitive intel
Build a relationship with customers using competitive products
Identify product/service gaps
Disadvantages of the method
Difficult to find participants
Hesitancy to reveal competitor capabilities
Should be paired with a competitive benchmark survey, which can take more time
