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Competitive analysis

Competitive analysis survey template

Which alternatives buyers considered, what they chose and why, and how you compare on the attributes that decided it.

5 questions · about 4 minutes to complete · free on every plan

More market research templates

Free account required. The template is copied into your workspace; edit anything before publishing.

When to use it
After a sales cycle, won or lost, or as a periodic market read.
Who it is for
Recent buyers in the category, including those who chose a competitor.

How to use this template

  1. Ask importance before performance so you can build a gap chart.
  2. Include 'none of these' and 'not sure' options to avoid forced opinions.
  3. Share what you learned and one change you made. People answer the next survey when the last one visibly mattered.

Questions in the competitive analysis survey template

  1. 1. Which providers did you consider?

    multi choice · Brand A, Brand B, Brand C, Brand D, Our brand, Other

  2. 2. Which did you choose?

    single choice · Brand A, Brand B, Brand C, Brand D, Our brand

  3. 3. Rank what mattered most in the decision

    ranking · Price, Features, Ease of use, Support, Reputation, Integration with what we use

  4. 4. How does [our brand] compare with the one you chose?

    matrix · Price, Features, Ease of use, Support

  5. 5. What would have changed your decision?

    open text

What the results look like

IllustrativeSynthetic sample of 120 responses generated for this preview, not real survey data. Your results page shows the same charts for your own responses.

1.Which providers did you consider?

116 answered
Answer distribution
AnswerCountPercent
Brand A5749%
Brand B7363%
Brand C8977%
Brand D7666%
Our brand6052%
Other6052%

2.Which did you choose?

120 answered
Answer distribution
AnswerCountPercent
Brand A2622%
Brand B2622%
Brand C1311%
Brand D1916%
Our brand3630%

3.Rank what mattered most in the decision

120 answered
  1. 1Supportavg rank 1.78 · ranked first by 62%
  2. 2Reputationavg rank 2.53 · ranked first by 26%
  3. 3Featuresavg rank 3.53 · ranked first by 8%
  4. 4Integration with what we useavg rank 3.75 · ranked first by 3%
  5. 5Ease of useavg rank 4.49 · ranked first by 2%
  6. 6Priceavg rank 4.91 · ranked first by 0%

4.How does [our brand] compare with the one you chose?

120 answered
StatementMuch worseWorseSameBetterMuch betterNot suren
Price6%7%13%18%27%30%120
Features5%5%8%18%24%39%120
Ease of use10%12%16%15%23%25%120
Support5%11%15%20%21%28%120

How to read these questions

  • multi choice: Percentages add up to more than 100% because people can pick several. Compare options by share of respondents, not share of picks.
  • single choice: Read the share choosing each option, then cross-tab by a segment question to see who differs.
  • ranking: Use the average rank and the share ranking each option first. An option can rarely be first but consistently second.
  • matrix: Compare rows on the same column (for example, % agree) to find the weakest statement, then look at who rates it lowest.

Frequently asked questions

How do I survey customers about competitors?

Ask which alternatives they considered, what they chose and why, and how you compare on the attributes that drove the decision. Keep competitor names neutral and randomised.

How long does the competitive analysis survey take to complete?

About 4 minutes: 5 questions, most of them single-tap. Every question can be edited, removed or reordered in the builder before you publish.

Is this template free to use?

Yes. Every template is included on the Free plan. Sign up, click Use this template, and it is copied into your workspace where you can edit it, add your logo and share it by link, email or embed.

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