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What is a competitive evaluation interview?
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.
Questions you can answer with a competitive evaluation
![](https://cdn.prod.website-files.com/64b6a9e4e2e8460e691fd20f/64b6a9e4e2e8460e691fd44a_Icon-2.svg)
Who are my competitors?
![](https://cdn.prod.website-files.com/64b6a9e4e2e8460e691fd20f/64b6a9e4e2e8460e691fd44a_Icon-2.svg)
Why do we lose deals to competitors?
![](https://cdn.prod.website-files.com/64b6a9e4e2e8460e691fd20f/64b6a9e4e2e8460e691fd44a_Icon-2.svg)
What features do my competitors have that we should consider?
Advantages of competitive evaluations
![](https://cdn.prod.website-files.com/64b6a9e4e2e8460e691fd20f/64b6a9e4e2e8460e691fd449_Icon-1.svg)
Develop deeper competitive intel
![](https://cdn.prod.website-files.com/64b6a9e4e2e8460e691fd20f/64b6a9e4e2e8460e691fd449_Icon-1.svg)
Build a relationship with customers using competitive products
![](https://cdn.prod.website-files.com/64b6a9e4e2e8460e691fd20f/64b6a9e4e2e8460e691fd449_Icon-1.svg)
Identify product/service gaps
Disadvantages of competitive evaluations
![](https://cdn.prod.website-files.com/64b6a9e4e2e8460e691fd20f/64b6a9e4e2e8460e691fd44b_Icon.svg)
Difficult to find participants
![](https://cdn.prod.website-files.com/64b6a9e4e2e8460e691fd20f/64b6a9e4e2e8460e691fd44b_Icon.svg)
Hesitancy to reveal competitor capabilities
![](https://cdn.prod.website-files.com/64b6a9e4e2e8460e691fd20f/64b6a9e4e2e8460e691fd44b_Icon.svg)
Should be paired with a competitive benchmark survey, which can take more time
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