Navigating User Research: Unveiling the Power of Competitive Analysis
In my previous article, I covered the initial phase of the user research process—its pros, cons, and practical approach. You can catch up on that discussion here.
The Power of Understanding Your Foes: Competitive Analysis
Moving forward, let's delve into the next crucial phase of user research: Competitive Analysis. At first glance, you might wonder whether competitive research truly belongs under user research. After all, your competitors aren't your users. Contrarily, fields like marketing and product management tend to categorize competitive analysis under market research.
However, delving into a competitive analysis not only provides insights into your competitors' strategies but also unveils precious insights about their users.
Every Product Has Its Rivals
Every product—innovative or not—faces competition. Originality aside, the reality persists: user adoption isn't guaranteed. Even the most groundbreaking product must contend with potential inadoption, often stemming from user resistance. Picture this: envision you inventing plush, snug slippers—a revolutionary concept. While it seems this innovation might escape competition, reality proves otherwise.
Why? Because even unique products face resistance. A certain segment might cling to their traditional flip-flops, content with the status quo and skeptical about adapting to anything new. These individuals form a faction of late or never adopters—a phenomenon your innovation must contend with. In this scenario, flip-flops become your competitors.
Hence, it's essential to conduct competitive analysis not solely on direct rivals but also on potential impediments to user adoption—be it footwear, foot lotion, or even flooring options.
Why Competitive Analysis Matters
Competitive analysis predominantly surfaces when enhancing an existing product, but it's equally vital at the outset of a new project. It's your window into understanding potential competitors, their user base, and potential pitfalls.
Once you've identified your major competitors, whether established or anticipated, it's time to initiate your research. Your competitive analysis should answer pivotal questions such as:
1. How do competitors operate?
2. What defines their business model?
3. What sets them apart? What doesn't?
4. What vulnerabilities do they overlook?
5. What features do they offer?
6. What are their business objectives?
7. Who are their target users?
8. How similar are their users to your own? How do they differ?
Revealing the Hidden Insights
Competitive analysis is a treasure trove of insights. However, a word of caution: it isn't about copying or plagiarism. It's about gaining a strategic advantage over your rivals in the marketplace.
Here are some apps that can aid your competitive analysis journey:
- Ahrefs: Offers insights into Google searches, competitor traffic, and high-performing content.
- Keywords (Chrome Extension): Provides website traffic data.
- App Store Reviews
- User Reviews
- Stylify Me: Identifies color schemes used in competitor websites
The Ultimate Goal: Building Better
As a product designer, developer, or stakeholder, your aim in competitive analysis is to ensure the right product is developed in the right way for your intended users. This knowledge helps avoid pitfalls and setbacks, giving you a competitive edge.
Stay tuned for my next article, where I'll dive into the third phase of my user research process.
Embrace the power of competitive analysis. Through this lens, you’ll gain profound insights into your rivals, unveiling the path to innovation and strategic supremacy. As you proceed on your design journey, remember that comprehending your competition is pivotal to crafting solutions that stand out and resonate with your target audience.
Curious to learn more? Follow me to explore the next stage of this transformative user research journey.
