This template analyzes customer feedback to reveal how they view your competitors — and you.
Upload interviews that reference alternatives, and get a quote-backed intelligence report with comparative strengths, weaknesses, and strategic insights.
Gartner reports are helpful. But your customers are the market.
This template shows how buyers experience alternatives — in their own words — so you can position and differentiate with precision.
Definition: Competitive intelligence via VOC is the process of analyzing unsolicited customer feedback about competitors to understand market perception, comparison drivers, and positioning weaknesses.
| Benefit | Description | Impact |
|---|---|---|
| Real-World Intelligence | Hear what buyers say — not what brands claim | Sharpen GTM strategy |
| Battlecard Material | Equip reps with real quotes about competitor weaknesses | Win more deals |
| Strategic Differentiation | Spot value gaps competitors aren’t filling | Guide roadmap + messaging |
| White Space Discovery | Identify underserved use cases or frustrations | Enter new market territory |
PMMs — Build quote-backed battlecards
Sales Leaders — Understand objections + reasons for competitive wins/losses
Founders — Clarify position in a crowded category
Product Teams — Improve roadmap based on customer comparative perception
Yes — this is qualitative perception directly from real buying conversations.
“We learned more from these customer quotes than months of analyst reports. They told us why they left our competitors — and how to win more.”
— Daniel Patricio, CEO, Abra
