Competitive Research
Where the brand stands against its category — in search, in paid media, in social, in reference sources and in AI assistants. Evidenced, comparative and oriented to decision.
Competitive research is structured comparison: how an organisation surfaces, performs and is perceived against the alternatives that stakeholders genuinely consider. The work is not pulling tool dashboards. It is interpreting them into the picture that informs a decision.
How the category is structured in stakeholders' eyes, where the brand sits, and where the genuine opportunities are. We map the messages competitors cluster around, so the white space — the position no one else is claiming — becomes obvious.
What we map
- Category structure
- Current brand position
- White space
- Message patterns
What you get
A clear read of the competitive position, versus where the marketing team wishes it were.
Earned, owned and paid share-of-voice across search, news, social and AI assistants — for the brand, its leadership and the queries that drive consideration. We benchmark you against the competitors stakeholders genuinely weigh, so the gaps are measured against the right field, not a vanity set.
Measured across
- Search
- News
- Social
- AI assistants
For
- The brand
- Leadership
- Priority topics & queries
What you get
A benchmarked share-of-voice picture, and where the gaps against competitors actually lie.
What competitors are actually doing, not what they say, assembled from public signals. Spend estimates, organic trajectories, hiring and product moves: the read that tells you where a rival is investing before they announce it.
What we track
- Paid spend estimates
- Organic trajectories
- Content & messaging
- Hiring & product signals
What you get
The picture of competitor activity that informs your next move.
How stakeholders find competing brands when they look — the source layer, citation networks and AI-assistant descriptions, and where the asymmetries lie. We show where a competitor owns the sources that shape the answer, and what it would take to close the gap.
What we compare
- Search results
- Source layer
- Citation networks
- AI-assistant descriptions
What you get
Where competitors are stronger in the information environment, and where you can close it.
The services this powers.
The same capability, applied across very different briefs.
