WHY CONDUCT COMPETITIVE ANALYSIS?

• Access where your product or design stands market wise
• define gaps in the market
• know the strengths and weaknesses of your competition
• identify the advantages and disadvantages of your products
• have evidence to back up your design changes
• helps you solve usability problems
• allows you to develop a go to market strategy faster

WHEN SHOULD YOU CONDUCT COMPETITIVE ANALYSIS?

It should be one of the earliest research steps, it should begin before working on a new design, and should also continue for the project duration since new competition may emerge as you go through the design process.