We map who you’re actually competing with, not just who you assume you are.
Market & Competitor Research
Know exactly where you stand before you decide what to do next
Market & Competitor Research gives you a clear, evidence-based view of your competitive landscape – so positioning, messaging and investment decisions are based on where the real gaps and opportunities are.
Market & Competitor Research is often treated as an afterthought.
That’s where things start to fall apart.
- Decisions made on assumptions about competitors, not evidence
- No clear view of where you’re genuinely different
- Opportunities missed because nobody’s watching the market
- Positioning that sounds the same as everyone else
It should be built properly, as part of a connected system.
What good market & competitor research should look like
- Shows exactly where competitors are strong and where they’re not
- Identifies genuine gaps in positioning and messaging
- Sizes real opportunities, not just interesting ones
- Gives you a benchmark to measure progress against
Our approach
Competitive landscape analysis
We map who you’re actually competing with, not just who you assume you are.
Positioning and messaging gaps
We identify where competitors are saying the same thing, and where there’s room to stand apart.
Benchmark reporting
Clear reporting on how you compare across the metrics that matter most.
Competitive landscape analysis
We map who you’re actually competing with, not just who you assume you are.
Positioning and messaging gaps
We identify where competitors are saying the same thing, and where there’s room to stand apart.
Benchmark reporting
Clear reporting on how you compare across the metrics that matter most.
What’s included
What’s included in market & competitor research
Competitive landscape analysis
Positioning and messaging gaps
We identify where competitors are saying the same thing, and where there’s room to stand apart.
Benchmark reporting
Clear reporting on how you compare across the metrics that matter most.
Opportunity sizing
Opportunities are sized against real demand and competitive gaps, not guesswork.
Work: Paysauce
The initial understanding of their core audience and competitors ensured a message that delivered the punch.
Frequently asked questions
About Market & Competitor Research
Why does market and competitor research matter before building a strategy?
Market and competitor research gives a clear, evidence-based view of the competitive landscape, so positioning and investment decisions are based on where the real gaps are, not assumptions. It covers competitive landscape analysis, positioning and messaging gaps, benchmark reporting and opportunity sizing, and is often the first input into brand strategy work.
How many competitors should typically be included in a research project?
Usually four to six direct and adjacent competitors — enough to spot genuine patterns without diluting focus across too many businesses.
What's the difference between competitor research and a SWOT analysis?
Competitor research is more specific and evidence-based — mapping actual positioning, messaging and search visibility rather than a general internal brainstorm of strengths and weaknesses.
Can competitor research inform SEO strategy directly?
Yes — identifying where competitors rank and what content they're missing is a common input into Content & Intent Optimisation planning.
How often should competitor research be refreshed?
At least annually, or whenever a major competitor makes a significant move — a rebrand, a new product line, or a pricing change worth responding to.
Does market research include pricing analysis?
It can — pricing is often one input among several, alongside messaging, positioning and service offering, depending on what the engagement is trying to inform.
How does competitor research feed into brand positioning?
It identifies genuine gaps and overlaps in how competitors position themselves, which directly informs Brand Strategy & Positioning work — positioning that ignores the competitive landscape risks sounding identical to everyone else.
Is competitor research only useful before a rebrand?
No — it's also useful before major marketing investment, a new product launch, or entering a new market, any time a business needs evidence of where it genuinely stands.
What data sources are used in competitor research?
A mix of public website content, SEO visibility data, social media presence, and industry reporting, depending on what's available and relevant to the specific market.
Can this research identify opportunities competitors are missing?
Yes — opportunity sizing is a core part of the work, looking for search terms, content gaps or audience segments competitors haven't addressed well, which can inform content marketing priorities.
How does this connect to a broader digital strategy?
Findings typically feed directly into Digital Strategy & Roadmapping, since prioritisation should reflect where real competitive gaps and opportunities actually sit.
