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Understanding Competitive Analysis & Intelligence

Competitive intelligence is a broad range of information aimed at knowledge about competitors, market trends, different customer preferences, regulatory changes, and technological advancements in the working field of the company.

Competitive intelligence requires collecting both qualitative and quantitative data. This data is gathered through research, social media monitoring, industry updates, and direct internal statistics. The main aim of competitive intelligence is to guide companies in their strategic decision-making based on real data - it informs marketing strategies, budget allocations, development plans, etc.

Thanks to our Talented QA expert

Ieva Rebeka Fabriciusa
Ieva Rebeka Fabriciusa
Manager of Competitive Analysis & Benchmarking Services

Competitive analysis is a subset of overall competitive intelligence-boosting activities. It is more focused on evaluating direct competitors, their strengths, weaknesses, opportunities, and threatening strategies of other companies with similar services or products. For competitive analysis, there is a need to do detailed research on competitors' products, pricing, marketing, operations, functionalities, etc. The main goal is to gain competitive advantage between direct competition with more direct focus instead of overall market analysis.

Benchmarking means comparing one's products or services' performance, processes, abilities, and functionality against competitors and industry leaders. When performing benchmarking activities, the teams have to identify performance indicators, understand standards, and collect all necessary data to perform a comparison of products most objectively (unless agreed otherwise). The main goal is to improve one's product so that it stays competitive in the market and outperforms its competition based on its weaknesses and gaps.

How are testing activities connected?​

In recent years the trend of using testing and QA as a part of competitive intelligence activities has become more popular and our general testing services is not an exception - various Audio & Video Testing projects were prime examples of testing as part of competitive analysis, as well as different automation projects and metric licenses are big part of how we contribute in that realm. Up until now in TestDevLab, this sub-category of testing was just a type of a project.

Now we are ensuring that competitive analysis and benchmarking services are a big division with dedicated teams and services. This gives better focus on that specific part of our value proposition and helps us to provide even more research opportunities for our clients. We also dedicate R&D resources to innovating and providing new ways to provide analytics and data to the clients for better-informed decisions.

Your Product vs. The Market​

Competitive analysis & benchmarking services include all projects that in one way or another compare or test multiple products within one industry in order to determine market trends and performance leaders. Thus, almost any type of testing that is done in TestDevLab can be used to perform competitive analysis or competitive benchmarking for the client. The most common choice is non-functional testing for longer periods of time in order to assess improvements and changing position in the market.

Testing activities that can be used for competitive analysis and benchmarking:

Identifying Competitive Analysis Projects​

If a client is interested in comparing their product against direct competitors or conducting broader research on their industry and marketplace, then the project may qualify as a competitive analysis and benchmarking service. To determine this, it’s important to understand the type of product being tested and the aspects the client wishes to analyze—such as functionality, accessibility, or performance. From there, we can guide them toward the right approach and introduce relevant service options.

Typical Steps for Introducing Competitive Analysis & Benchmarking Services

  1. Identify the product or industry focus – For example, communication tools, healthcare applications, translation software, AI-powered solutions, etc.
  2. Define the testing scope – Based on the type of product, determine which testing services would be most relevant. For instance, a conferencing application could benefit from compatibility testing, audio & video quality evaluation, performance testing, and subjective quality research.
  3. Develop a tailored solution – After clarifying the scope, we provide a detailed proposal outlining the most suitable testing services and methodologies. These may include:
    • AI feature testing and competitive intelligence projects
    • Accessibility testing
    • Audio and video quality testing
    • Functional testing and general QA services
    • Automated testing, research & development, and innovative solutions
    • Exploratory testing

This process ensures clients receive clear guidance and a customized approach that helps them understand how their product compares in the market and where improvements can be made.

In case you are curious about these services and want to know more, here are some reading materials and tools that can help. Here are blog posts and other information sources that either explain a relevant topic or show competitive analysis: