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Competitor research usually produces the same output: a feature comparison table, a pricing breakdown, a SWOT nobody reads past slide three.
What it rarely produces is an honest answer to the question every exec eventually asks — why are customers choosing them over us?
That question is hard to answer because it requires stepping outside your own perspective entirely.
ChatGPT can do that.
You can make it play a buyer, force it to choose your competitor, justify that choice, and then extract exactly where you're falling short. The result isn't a research document. It's a brief with teeth.
Use this prompt:
You are a [TARGET BUYER — e.g. a marketing director at a mid-sized e-commerce brand] evaluating two options for [PRODUCT/SERVICE CATEGORY].
Option A is [YOUR BRAND]. Here's what we offer: [brief description, key messages, positioning]
Option B is [COMPETITOR]. Here's what they offer: [brief description, key messages, positioning]
You have chosen Option B.
First, justify that decision in detail. Be specific and decisive. Avoid generic pros/cons.
Cover:
- The top 3 reasons you chose Option B over Option A
- Where Option A feels weaker, unclear, or less convincing (with examples)
- What creates doubt or friction when considering Option A
- What would need to change for you to seriously reconsider Option A
Then, based on your reasoning, produce a structured internal brief:
1. MESSAGING GAPS
- Where our communication is unclear, weak, or misaligned
- Include specific examples
2. PERCEPTION GAPS
- Where the competitor is perceived as stronger (regardless of reality)
- Why that perception exists
3. TRUST AND AUTHORITY GAPS
- Where we fail to build confidence or credibility
For each gap:
- Explain the issue
- Recommend a specific fix
4. PRIORITY ACTIONS
- The top 3 changes that would most improve win rate
- Why these matter most
5. QUICK WINS
- What could be improved immediately without major product changes
Be direct and critical. Optimise for improving win rate, not being balanced.
Happy prompting!
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