Win/loss interviews are an excellent tool for gathering competitive intelligence. The interviews offer a unique opportunity to gather fresh data from a target audience where competitors play a distinct role in the customer decision-making process.
It’s an area ripe for gauging both the market’s awareness and its perception of competing solutions. Not only do you want to ask customers who they talked to, but why they talked to them and how you compared. You also want to learn about capabilities: the key factors in their decision. For example, do competitors have stronger capabilities? Are you missing key capabilities, or do you offer more than the competition? Finally, what are the key factors? What drove the decision and where did your competitors shine or expose a weakness?
Via Bonnie Hohhof