How much do you know about your competitors? There are many different kinds of public data available for almost any kind of organization. A variety of demographic data can also be used to develop archetypes of a competitor’s customers which can then be mapped in a Market Analysis. Some research methods and Listening Posts, including Market Preference Surveys, Focus Groups, and Mystery Shopping, can reveal how a competitor is performing on Key Quality Characteristics. That information can be used to construct your competitor’s Value Curve for comparison to your own Value Curve. All of these sources of information can be combined to create a more detailed and accurate understanding of your competition, their capabilities, and even their probable strategies and next moves.