Competitive Intelligence

• Brand correspondence maps – or brand maps – entail analysis of the relationship between brands and their association with various product and service attributes.

• From brand maps we can outline defining positions of brands, learn which brands are undifferentiated in their position, outline unclaimed attributes in the market and uncover similarly performing brands.

• Brand mapping enables us to graphically show the different values attached to a range of competing brands.

Competitor profiling / assessment

Identifying strengths and weaknesses

We assess competitors’ strengths and weaknesses by speaking to their customers and, distributors, and by paying great attention to how they promote themselves on their websites, in their annual reports and shareholder presentations, in PR and in their social media feeds.

Market perception

Are competitors delivering against their promise?

Perception is everything and we measure what customers and potential customers think of the various suppliers and brands that are available to them, such as brand associations and perceived strengths and weaknesses.

Competitive landscape positioning and benchmarking

Where do you sit in the market?

No company exists in a vacuum. It is important to understand how different brands are positioned so you can ensure there is sufficient distinctive clear blue water between you and the competition. We use a range of statistical techniques such as brand mapping to assess which brands own different positions, and derived importance to assess what drives satisfaction and loyalty to competing brands.

Industry analysis

Identifying opportunities and threats

Brands can have quite different “positions” in different industry verticals. It is important in any competitor analysis that we establish in which segments companies are relatively strong or relatively weak, as well as how brands are growing and the nature of the opportunities and threats.

Competitor news feed monitoring

Keeping your finger on the pulse

Opportunities and threats are apparent in every market. It is important to be able to monitor and adapt to market trends and competitor actions to take advantage or guard against these forces. We track and aggregate a range of different news, social media and marketing sources to provide real-time intelligence to empower your business.