Evaluate Competitors

Isurus helps clients evaluate competitors through several types of competitive intelligence research approaches

Market Scanning

This is a systematic overview of competitors, including size, value propositions, target segments, core capabilities, and positioning. It is typically conducted using desk/secondary research. 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. In organizations with a high volume of deals, this is typically a quantitative survey. In markets with high-dollar, low-volume deals, the research often consists of qualitative interviews.

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.