How Do You Approach Competitive Research?

Hyperion Guilds Marketing Guild
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Hey everyone!
I’m currently working on improving a business strategy and wanted to open a discussion on competitive research.

When analyzing competitors, I’m looking beyond the usual surface-level stuff (like social media follower counts or basic product features) and trying to dig deeper into what really gives them an edge.

Here are some key areas I’m exploring:

Product & Positioning

  • What’s their unique value proposition?
  • How do they frame their messaging to stand out?
  • Are they focusing on pricing, quality, speed, or something else?

Go-to-Market Strategy

  • Where are they most active—social, communities, PR, events?
  • Which campaigns or partnerships seem to be working for them?

Customer Insights

  • Who’s their target audience?
  • What kind of feedback or reviews are they getting?
  • Any recurring pain points or praises?

Technology & Innovation

  • Are they building anything proprietary?
  • How quickly are they shipping updates?

Community & Engagement

  • How strong is their community presence?
  • What kind of content or activities keep their audience engaged?

I’d love to hear how you approach competitive research:

  • Do you have a specific framework or tools you rely on?
  • How do you separate signal from noise when there’s so much info out there?
  • Any tips for spotting hidden opportunities your competitors might be missing?
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Won’t that look like a targeted research?
Like you are trying to replicate better

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I usually map competitor messaging to the user journey to see what actually drives conversions, watch engagement spikes instead of follower counts, look for gaps in user complaints, track hiring patterns, and pay attention to niche communities they’re not serving.

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Not really
It’s more about seeing what’s out there, what works, what doesn’t, so we can find our own angle. It’s not about copying, but figuring out how to do things better in our own way. IMO

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“What drives conversions” I like this !
Thanks for the tip, David. I’ll add it to my list too.

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Got it, fine explainations

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