Evaluate Competitors

Product marketing, product management, and sales leaders often need a clearer view of the competitive landscape. They want to understand how buyers perceive competitors, how offerings compare, how competitors influence decisions, and why opportunities are won or lost.

Isurus helps clients evaluate competitors through several types of competitive research:

Market Scanning

This is a systematic overview of competitors, including size, value propositions, target segments, core capabilities, and positioning. Market scans are particularly helpful when entering a new market or when competitive conditions are changing quickly.

Competitor Profiling

Competitor profiling is a deeper analysis of select competitors, often conducted after an initial market scan, that provides greater detail on offerings, target markets, positioning, partnerships, and recent developments such as product launches, acquisitions, or external investments.

Win/Loss Analysis

Win / Loss research provides a systematic review of recent wins and losses to identify patterns that influence sales outcomes. It examines the buying journey, alignment with buyer criteria, product evaluation, pricing and packaging, and the effectiveness of sales and technical engagement. Win/loss analysis often helps align product, marketing, and sales teams around a clearer understanding of what is happening in the market.

Brand Perception Research

Sometimes brand perception research is needed to understand how buyers view competitors and how those perceptions align with market needs. This work can reveal positioning strengths and weaknesses, sources of differentiation, and opportunities to refine messaging.

We work with many research vendors in the course of our work, but we always rely on Isurus to tackle the most challenging projects. Their flexibility, expertise, and commitment to building and strengthening the relationship are key to our success.