FAQs on Competitive Intelligence
Curious about how competitive intelligence and competitor analysis really work? Here’s a straightforward look at what it involves, who it’s for, and how companies use it to gain an edge.
About competitive intelligence
What is competitive intelligence?
Competitive intelligence is the process of gathering and analyzing information about your competitors: what they sell, how they sell it, and how customers respond. The goal is simple: make smarter business decisions.
What does competitive intelligence involve?
It’s a mix of online research and human conversations. We look at what’s publicly available, and we talk to people: customers, former employees, partners, and industry experts. In some cases, we might do mystery shopping to understand how competitors position themselves in real situations. This combination delivers a complete competitor report you can trust.
Who uses competitive intelligence?
In B2B tech, the main users are sales, marketing, and product teams.
Sales teams use competitive intelligence to handle objections and win competitive deals.
Marketing teams rely on competitive intelligence for marketing to sharpen messaging and positioning.
Product teams use competitor analysis to plan roadmaps and prioritize features.
What can you find out through competitive intelligence?
Actionable items that affect your position:
Pricing and discount structures
Customer lists and churn patterns
Go-to-market strategies
Sales motions and messaging
Product features and upcoming releases
Channel and partner strategies
Customer sentiment and reputation
Why is competitive intelligence useful?
Because better information leads to better decisions, sales teams can pitch with confidence, marketing teams can out-position rivals, and product leaders can plan roadmaps that win. Competitive intelligence also helps you respond to FUD (fear, uncertainty, and doubt) from competitors and fine-tune your pricing strategy.
You can measure the value directly using our ROI calculator.
Which industries use competitive intelligence?
Every industry uses it, but the most active are technology and pharmaceuticals. Aqute specializes in B2B SaaS.
Can companies do their own competitive intelligence?
Absolutely, and they should. Internal teams have direct access to sales data, CRM notes, and customer feedback. That’s gold. But external agencies like Aqute add value by doing the work you can’t or prefer not to do, like speaking to your competitors’ customers or analyzing patterns across the wider industry. We’re also unbiased and can look at your market with a fresh perspective.
How long does a competitive intelligence project take?
Typically 3–6 weeks, depending on complexity. Timelines vary based on the scope. For example, pricing analysis is faster than a full go-to-market study, and research involving multiple interviews takes longer. We’ll agree on the schedule before starting, so you can plan accordingly.
How is competitive intelligence different from normal market research?
Market research focuses on customers: what they want and how they buy. Competitive intelligence focuses on competitors: what they offer, how they sell, and how customers perceive them. Competitive intelligence is essentially a specialized subset of market research.
What are common competitive intelligence questions?
Some examples of the kinds of questions we’re asked to answer:
What are our competitors’ prices and discounts?
How are they winning deals against us?
Which customers have they lost recently—and why?
What’s their go-to-market motion?
What new features or products are in development?
How do customers feel about their support, reliability, or usability?
You can also explore our competitive intelligence RFP template for more examples.
Our research process
How do you gather data?
We combine multiple research methods:
Online research – analysis of digital footprints, job listings, and public data.
Human intelligence – interviews with customers, former employees, and partners.
Desk analysis – comparing sources, verifying credibility, and mapping trends.
Every project blends these approaches for a balanced view.
What makes Aqute’s research reliable?
Our methods are rigorous and double-sourced.
We don’t rely on single opinions or hearsay.
We cross-check information, look for consistency, and flag anything uncertain. Our goal is to give you findings you can act on with confidence.
Do you use competitive intelligence tools?
Yes. We combine competitive intelligence tools with primary research to create a complete picture. Tools help with data capture; conversations give the context. It’s the combination that makes insights actionable.
Do you do mystery shopping?
Sometimes. It depends on the brief, the requirements of the projects and what other sources are available.
How do you ensure accuracy?
We validate insights through multiple independent sources and apply structured frameworks to separate fact from speculation. Any uncertain findings are clearly marked so you can judge their reliability.
Risk management
Is competitive intelligence legal?
Yes. Competitive intelligence is a standard business activity. Everything we do is legal. There’s no hacking, no deception, no dumpster diving. Sometimes our industry likes to pretend that competitive intelligence is James Bond stuff, but it really isn’t. It’s simply smart, structured research. If you Google competitors or read their case studies, you’re already doing competitive intelligence.
How do you avoid conflicts of interest?
We don’t work for competing clients. Research is double-blind, meaning sources don’t know who the end client is, and competitors don’t know you’re behind the project.
Will competitors know we commissioned the research?
No. All communication is handled through Aqute. We don’t reveal your name or any identifying details. Sources are interviewed neutrally, and information is anonymized in reports.
Is competitive intelligence risky for our reputation?
Not if done correctly. Professional competitive intelligence is quiet, ethical and compliant. Companies do it all the time, and it’s just another branch of market research.
Practical details
How do we start a project?
It begins with a short briefing call where we define the questions you need answered and the decisions they’ll inform. From there, we agree on scope, deliverables, and timing.
What does a typical deliverable look like?
You’ll get a concise report summarizing findings, implications, and key recommendations, plus source notes where appropriate. For sales teams, we can create battlecards or competitive playbooks. For product teams, we can build feature and roadmap comparisons.
How is the research delivered?
Usually, it is a written report, supported by charts or slide decks. Some clients prefer an in-person or virtual debrief session to walk through the findings and implications.
Can we get updates over time?
Yes. Many clients set up quarterly or annual updates to track changes in pricing, strategy, or customer sentiment. That way, competitive intelligence becomes an ongoing input to your strategy, not a one-off project.
What does it cost?
Costs vary by project size and number of interviews. A focused study (e.g. pricing or go-to-market motion) might cost a few thousand dollars. A multi-competitor, multi-country analysis will cost more. We’ll give you a clear quote upfront.
How do we know competitive intelligence delivers ROI?
You’ll see it in faster deal wins, sharper positioning, and more confident pricing. If you want to quantify it, our ROI calculator helps estimate the return from better win rates and margin control.
Want to learn more?
If you’d like to see how competitive intelligence could fit into your sales, marketing, or product planning, let’s talk.
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