For a marketing team, a competitor analysis should end in copy and campaigns, not a slide deck. The point is to find the crowded message everyone is shouting and the white space beside it, then ship positioning that stands out. Here is how to run it so it feeds the next campaign.
For each competitor, record the positioning line they lead with, their pricing and how they fence tiers, the buyer they clearly built for, the recurring complaint in their three- and one-star reviews, and their main acquisition channels. Then add the one column most analyses forget — your wedge: the single reason a buyer chooses you instead. Every other field should feed that column.
Lay the positioning lines side by side to spot the crowded message and the white space beside it. Convert each finding into a concrete 'so we will…' — a pricing move, a message change, a feature, or a channel to attack. Ship two of those message changes within the week; the analysis is worthless until it changes what a buyer reads. A template that pre-loads these fields and prompts keeps the whole thing from sliding back into a logo collage.
Pick five competitors, capture positioning, pricing, target buyer, review complaints, and channels, then convert each finding into a concrete action and a one-line wedge.
Mining the three- and one-star reviews. The complaint that repeats across reviewers is your wedge, described by the competitor's own customers.
Quarterly for most teams. Competitors move, but not daily, and constant monitoring rarely changes the decision.
Page built 2026-06-14 from public, dated buying-intent signals. Updated as new signals land.