Blog Post

• How I identify the real competitors (even when they’re not obvious)
  
• The signals I look for in a market (and what I ignore)
  
• Which tools I use (spoiler: most are free or cheap)
  
• How I avoid research rabbit holes (been there, got the T-shirt)
  
• The exact steps I take to turn insights into action
  

Let’s dive in (but not in a fluffy way).

“I don’t have any real competitors.”

If I had a coin for every time I heard that, I’d build a vending machine empire. Let me break it to you gently: if you truly have zero competition, you probably have zero market too.

Competitors validate your space. They show demand exists. They’re not a threat—they’re a flashlight.

👉 Related read: What Is Market and Competitor Research?

The biggest mistake I used to make? Opening 12 browser tabs and just… wandering.

Start with a question.

• Is this about pricing?
  
• Are you trying to find out who’s already winning the space?
  
• Do you want to know what kind of content is working?
  

Without a question, all you’re doing is digital loitering.

This is the part most folks rush. And I get it—you want to dive into competitor tools and dig up secrets. But if you don’t know who you’re selling to, none of that matters.

Here’s what I look for:

• What does the ideal customer actually want (not just what I think they want)?
  
• What do they complain about online?
  
• What language do they use when describing their problems?
  

You are not the customer. Don’t assume you are.

👉 If you need a primer: The Beginner’s Guide to Market Analysis

Your competitors come in two flavors:
Direct (same product, same customer)
Indirect (different solution, same problem)

Example? A gym and a fitness app. Totally different tools, same problem being solved.

I create a basic spreadsheet with:

• Name of the competitor
  
• Their offer
  
• Who they’re targeting
  
• Where they’re active (website, social, ads)
  

👉 I go deeper into finding gaps here: Identify Market Gaps Using Competitor Analysis

Here’s what matters—and what doesn’t.

• Product (What they’re selling and how)
  
• Pricing (What are they charging—and are they offering value or discounts?)
  
• Content (Are they blogging, making videos, writing guides like this one?)
  
• Reviews (What are customers saying and where are they saying it?)
  
• Social (Where they show up, how often, and who’s talking back)
  

• Their office photo gallery
  
• Their company mission (unless it’s really working)
  
• How many followers they bought—I mean have
  

This list won’t surprise you. Why? Because simple works.

• Google Trends – to spot market interest
  
• Ahrefs/SEMrush – for SEO spying (I like seeing what keywords competitors are winning)
  
• SimilarWeb – traffic estimates
  
• Customer feedback – old-school, still gold
  

👉 Check out my full list: Top 10 Tools for Market & Competitor Research

And yes, I use spreadsheets. Sometimes it’s just the best way to organize messy thoughts.

Data is great. Patterns are better.

I usually look for:

• Repeat complaints in reviews
  
• Content topics that get traction
  
• Ads that show up again and again (which means they’re working)
  
• Gaps in offers or audiences no one is talking to
  

Example: A client of mine found no one in their niche was addressing beginners. Boom—instant opportunity.

Here’s where most people stall. They get the info… and freeze.

Don’t.

Instead, ask:

• Do I need to adjust my pricing?
  
• Is my messaging too vague?
  
• Is there a segment no one’s talking to?
  
• Can I say what others are saying… but better?
  

Use the research to test small, smart changes. New page. New headline. New offer. Track results.

👉 See how I apply this thinking: From Data to Strategy

Let me save you some time and pain.

• Don’t assume your gut is smarter than the market. (It’s not. Unless you sell edibles.)
  
• Don’t get lost in data paralysis. Sometimes “good enough” really is.
  
• Don’t copy competitors blindly. You don’t know their goals—or if they’re profitable.
  

You can’t see their back-end metrics, so don’t chase vanity.

👉 A deeper dive: Turn Research Into Revenue

I don’t do market and competitor research because I enjoy spreadsheets. (No one does.)
I do it because it saves me from building things people don’t want.
Because every “failed launch” I’ve seen in the wild shares one thing in common: someone guessed.

This is about replacing hunches with actual insights. That’s it.

If something feels off in your business, chances are the data already knew. You just didn’t ask it.

Q: Do I need fancy software?
No. Curiosity, Google, and basic tools are enough to get you 80% of the way.

Q: How often should I do this?
At least twice a year. More if your space moves fast or if you’re launching something new.

Q: What’s the fastest way to start?
List your top 3 competitors. Study their pricing, messaging, and what people say about them. Boom. You’re already ahead of half the market.

Got questions? Need help figuring out where your competitors are hiding?
Let’s connect—I’m always down to talk shop (or roast bad marketing tactics).

• What Is Market and Competitor Research?
  
• The Beginner’s Guide to Market Analysis
  
• Identify Market Gaps Using Competitor Analysis
  
• Top 10 Tools for Market & Competitor Research
  
• From Data to Strategy
  
• Turn Research Into Revenue