Competitive Analysis is Not a Solution

I recently read an enlightening article Competitive Analysis is a Method, Not a Solution by Caio Braga. I fully agree with Braga's perspective that competitive analysis should not be treated as a mere imitation strategy, as copying ultimately leads to a lack of competitiveness. Once competitive analysis has identified our weaknesses, the next crucial step is to leverage our unique brand DNA to transform these weaknesses into strengths and surpass our competitors. The patent war between Samsung and Apple is a clear example of failed competitive analysis. Despite having a larger screen size, which presented an opportunity for more engaging interactions when opening and closing apps, Samsung opted to mimic Apple's approach, resulting in a missed opportunity for innovation and differentiation.

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I hold a differing opinion from the article Focus Groups are Worthless. As McKelvey's assertion that blaming the tool and not the carpenter was ill-advised, I maintain that focus groups remain valuable in numerous situations, contrary to Hall's perspective. The effectiveness of focus groups, in my opinion, hinges on the strategic utilization of it. For example, in addressing the frequently criticized Group Effect, one can foster diversity of opinion and mitigate the dominance of certain voices by selecting an impartial and skilled moderator. Another approach involves implementing background checks to assemble a well-balanced group, encompassing individuals in various roles such as leaders and experts. Similarly, to counteract the Audience Effect, steps can be taken to minimize the impact of external factors, observers, and facilitators on the panelists. This could entail enhancing the external environment to foster a more relaxed atmosphere for discussions, implementing procedural adjustments to minimize the impact of the moderator, etc. In essence, while acknowledging the inherent challenges, I believe that focus groups are not inherently flawed but rather in need of refinement and improvement in their application.

 

Resource:

Braga, C. (2018, June 26). Competitive analysis is a method, not a solution. Medium. https://uxdesign.cc/competitive-analysis-is-a-method-not-a-solution-fa86efdfa8e9Links to an external site.

Hall, E. (2014, September 22). Focus groups are worthless. Medium. https://medium.com/mule-design/focus-groups-are-worthless-7d30891e58f1Links to an external site.

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Hedau, S. (2022, June 23). What is competitive analysis? 7 facts you must know in 2022. Soft Space Solutions. https://softspacesolutions.com/blog/what-is-competitive-analysis/

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McKelvey, H. A. (2014, October 7). Blame the tool not the carpenter. Medium. https://medium.com/@henryanthonymckelvey/blame-the-tool-not-the-carpenter-Links to an external site.