Start with who the real competitors are
Your competitors are the brands customers weigh against you, not only companies like you. Ask customers what else they considered or used last. In Africa this often includes informal sellers, mobile money and fintech apps, and global brands next to local ones.
Collect what you can see
Gather public facts for each competitor: products and plans, prices and discounts, where they sell and deliver, how they advertise, what customers say in reviews and on social media, and their service. Keep a dated record, because markets in Africa change quickly. Use only public sources.
Ask customers
Facts about competitors do not tell you how people feel. A short survey does. Ask which brands people know, which they use, which they would consider, which they prefer and why, how likely they are to recommend each, and what each brand is best at. Keep the questions the same for every brand.
Compare on the same grid
Put each brand in a table with the same rows: price, quality, reach, service, awareness, preference and recommendation. Mark where each brand leads. Showing strengths for every brand, including yours, makes the picture useful and keeps the debate fair.
Turn it into decisions
End with a short list of actions: where to defend, where to attack, what to change in price or service, and what to tell customers. Assign an owner and a date to each.
Keep it ethical and current
Use public information and respect the law on privacy and confidentiality. Do not impersonate customers to extract private data. Repeat the survey part regularly, for example every quarter, to see change over time.
Planning a study? Use the scoping tool, get a free survey template, or check numbers with the sample size calculator.
Frequently asked questions
How many competitors should I include?
Four to eight brands is enough for most markets. More makes the survey long and the report hard to read.
What should a customer survey ask about competitors?
Awareness, use, consideration, preference, likelihood to recommend, and what each brand is best at. The market research and customer satisfaction templates have ready questions.
How often should I update it?
Prices and offers change often, so check them regularly. Repeat the customer survey every quarter or twice a year, so you can track change.
Can I use the data in a pitch or a tender?
Yes, if you state the source, the dates and the sample, and you quote the data accurately.
Can you run the survey side for me?
Yes. We can design and field a competitor and brand study and report it with strengths for each brand.