Competitor Benchmark Survey Template
How do we compare to competitors?
Questions it can answer
- Who do we compete with?
- How do we perform against our competitors?
- Why do our competitors win?
What is a competitor benchmark survey?
Competitor benchmark surveys explore what other products or services people are comparing yours against when making a decision. They should be used when you want to understand how your product or service is viewed in comparison to others.
Related guide: For sampling and question design, see our survey research guide.
Do it faster with a Claude skill: Survey designer. Builds a first draft of this study in Claude that you can edit before you send it.
The questions in this template
These are the questions in the Great Question competitor benchmark survey template. Replace the text in angle brackets with your own.
What brand do you first think of when you're considering <insert product or service category>?
Short Text
What makes them stand out?
Multi Select
- Attribute 1
- Attribute 2
- Attribute 3
- Attribute 4
How do they compare to <insert your organization>?
Single Select
- Significantly better
- A little bit better
- About the same
- A little bit worse
- Significantly worse
Why do you feel that way?
Long Text
What other brands come to mind when thinking about <insert product or service category>?
Short Text
How likely are you to recommend <insert organization name> to a friend or colleague?
Linear Scale
Not at all likelyExtremely likely
What could <insert organization name> do to improve?
Long Text
Advantages
- Understand who you compete with
- See where gaps exist against competitors
- Define opportunities for improvement
Limitations
- Sample size can be large depending on the desired confidence level
- Might not be a fit for products in new categories
- Could be hard to find competitor users
Frequently asked questions
What questions go in a competitor benchmark survey?
Which brand people think of first in your category, what makes it stand out, how it compares with you and why, which other brands come to mind, how likely they are to recommend you, and what you could do better. This template asks those seven.
Who should take a competitor benchmark survey?
People who recently bought or evaluated products in your category, including people who chose a competitor. Surveying only your customers gives a one-sided view.
How do I find out why I lose to competitors?
Use the survey to see which brands come to mind before yours and where people say they are better, then run competitive evaluation interviews to understand the reasons behind it.