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Part Three. The Toolbox > Competitor review
Competitor review
What is it?
It’s a review of your direct and indirect competitors and their offerings.
Why do it?
It helps you understand threats and opportunities for your product or service, market, customers, and business by looking at competitor strengths and weaknesses.
When to do it?
Do it during the early stages of the project when you’re looking at the business or the market context. Repeat any new competitors as they emerge.
How to do it?
• If you have to do it yourself, first talk to business stakeholders to identify key competitors. Prioritise the list and then pick the top three to investigate.
You’re a designer, not a researcher, so look to leverage internal and external research done already.
• Look at the direct lines of competition, such as the comparable products, and compare yours against theirs feature by feature to understand strengths and weaknesses.
