Competitive Landscape Interview
Map how buyers perceive the competitive landscape. Understand which alternatives they consider, what drives their evaluation criteria, and where white space exists.
Research Goal
Understand how your target buyers frame the competitive landscape and where unmet needs create positioning opportunities.
Objectives
- 1.Identify the alternatives buyers actually consider (including unexpected competitors)
- 2.Understand the evaluation criteria buyers use and how they rank them
- 3.Surface unmet needs that no current option addresses well
Interview Questions
Voice-first questions following the Voice Question Blueprint: time anchor, one clear ask, neutral guardrail.
When you think about tools or approaches for [your category], what options come to mind? Just list whatever surfaces first.
Maps to: Identify the alternatives buyers actually consider (including unexpected competitors)
If you were advising a colleague on how to evaluate options in this space, what would you tell them to look for? Top two or three things.
Maps to: Understand the evaluation criteria buyers use and how they rank them
Think about the tool or approach you are using today. What is the one thing it does not do well enough?
Follow-up probe:
How big of a deal is that for you?
Maps to: Surface unmet needs that no current option addresses well
Is there something you wish existed in this space that nobody offers yet?
Maps to: Surface unmet needs that no current option addresses well
If you had to describe the ideal version of this kind of tool, what would it do?
Maps to: Understand the evaluation criteria buyers use and how they rank them
What to Look For in the Results
Unexpected competitors: spreadsheets, agencies, or internal processes you did not consider
Which evaluation criteria are mentioned first (these are the true decision drivers)
Unmet needs described with emotional energy (these are positioning opportunities)
How participants rank criteria vs. how your marketing ranks them (alignment check)
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