Compare competitors that actually compete.
Use a transparent similarity model to build a relevant comparison set.
Choose a relevant set
Category, consumer problem, audience, formula, format and pricing determine relevance. The default model ranks up to 20 primary competitors.
Compare on a consistent basis
A bottle price is not a daily price. Normalize serving and dose information before comparing formulas or price positions.
Trace every benchmark
Keep the product source, retrieval date and comparison sample. Licensed or imported marketplace data can complement public brand pages.