Competitor Analyst

The Competitor Analyst is one of the five Research analysts. It maps the competitive set: how direct and indirect competitors position themselves, what messaging they run, and how branded search interest in each compares to yours. If you need to know where your brand sits in the competitive field before writing strategy, this is the analyst to start with.

What it does

The analyst maps the competitive set: how each major competitor positions itself, what sentiment they carry, and how branded search interest compares across the set. Search comparisons use Google Trends signals on brand and category keywords; the figures show who leads and how the gap is trending within the compared set, not awareness or market share, and are presented as such. Each major competitor is profiled on positioning, differentiation, recent campaigns, product magic, pricing, and partners. A sentiment radar chart maps positive and negative associations across competitor sentiment dimensions.

Patterns that fall outside those views (loyalty programs, distribution moves, pricing dynamics) surface alongside.

Citations come from market research, news coverage, brand websites, ad libraries (where publicly indexed), Google Trends signals, and any documents you've attached.

Where to find it

Inside a brand or campaign, navigate to Research. After the Research run completes, the Competitor Analyst output appears as the second of five analyst tabs on the Research page.

How it works

When you start a Research run, all five analysts run in parallel. The Competitor Analyst reads the brand profile (particularly the competitors you've named), the campaign brief if you're running campaign-scoped Research, and any documents you've attached. It then pulls Google Trends signals on category, brand, and competitor keywords, and supplements with web research on each competitor.

What you can adjust

Competitors named in the brand profile and campaign brief: the analyst grounds its report on the competitors you've listed. If a key competitor is missing from your output, add them to the brand profile or campaign brief and re-run.

Document attachment: before starting a Research run, you can select documents from the Documents page (PDFs, Word files, Markdown, CSVs, Excel sheets) to attach as context. The analyst treats them as high-priority input alongside web research, making this useful for prior competitive audits, category reports, or positioning decks you already have.

Refine: Use the Refine button after a run to submit feedback. Refining Competitor re-runs only this analyst; the other four carry forward unchanged. Prior versions stay in history. See Refine.

Limits and considerations

• No private competitor data. Beyond your own inputs and attached documents, the analyst sees what's publicly indexed: ad libraries (where available), search signals, news coverage, brand websites. It cannot access competitors' first-party data, internal strategy documents, or paid research databases. Prior competitive audits or paid-database extracts can be attached from the Documents page to bring them into scope.
• Share-of-search is a within-set comparison. The share-of-search figures split branded search interest across the compared brand terms only. They show rank and direction inside that set, not awareness, market share, or share-of-voice. Use them as directional context, not as a media-buying input.
• Search charts can be absent. When Google Trends can't resolve the compared terms (small brands, ambiguous names), the analyst says so and sizes the competitive set from its other sources, omitting the search charts rather than building on unusable numbers.
• Indirect competitors need to be named. Direct competitors are profiled thoroughly when listed. Adjacent-category or substitute competitors are best surfaced when you name them explicitly in the brand profile or campaign brief.
• Beta software. Validate cited claims and figures before briefing teams or committing budgets.