Use your persona research to determine the salient attributes for the proposed product or service from their perspective. You will then need to map how other products meet those needs in a perceptual map, as well as where your product/service aims to be.
B2C competitive products:
- Search via an internet search engine such as Google or Bing
- Consider what distribution channels consumers might use to purchase the product to locate offerings.
- Use consumer market research databases
- Read product and customer reviews!
B2B competitive products:
- Search via an internet search engine such as Google or Bing
- Search supplier databases listed on the Operations and Production research page of this guide.
- Use industry and B2B market research databases
- Read product and customer reviews!
