Questions it can answer
- Who are my competitors?
- Why do we lose deals to competitors?
- What features do my competitors have that we should consider?
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 effective when investigating a result from the survey that isn’t expected or generally not understood.
Advantages
- Develop deeper competitive intel
- Build a relationship with customers using competitive products
- Identify product/service gaps
Limitations
- Difficult to find participants
- Hesitancy to reveal competitor capabilities
- Should be paired with a competitive benchmark survey, which can take more time