Competitive Intelligence

Where to find competitor reviews (and what to do with the angry ones)

G2, Capterra, app stores, and Reddit. Read only the negative ones, and only for repeated complaints. Those are your openings, written by their own customers.

Your competitor's customers will tell you exactly how to beat them, for free, in public, in detail, at some length, while angry.

Almost nobody reads it.

Where they are

For B2B software, G2 and Capterra carry the volume. These have real detail and a rough sense of who wrote it, though be aware that vendors actively solicit positive reviews there, so the top of the page is somewhat cultivated.

App stores, if there is a mobile product. Ratings there are blunter and angrier and often more useful for exactly that reason.

Reddit is the good one. This is where people say what they actually think, to peers, with nobody from the vendor watching and no incentive to be diplomatic. Search the competitor's name plus the word "alternative" and read what comes back. It is the least-monitored, highest-signal source in this whole list.

And churned customers. If someone left a competitor and came to you, you have a primary source sitting in your own client list. Twenty minutes with them beats a month of reading reviews. Ask what specifically broke.

Read the bad ones only

Five-star reviews are useless to you. "Great product, love the team" is a nice thing for them and tells you nothing you can act on.

Go straight to the one and two star reviews. That is where the product truth lives.

But do not read them for satisfaction. Read them for repetition.

Repetition is the whole method

One furious review is a person having a bad month. It could be about anything. Ignore it.

Nine reviews complaining about the same broken import flow is not nine bad days. It is a structural weakness, one their team almost certainly knows about and has been arguing about internally for a year without fixing.

That repeated complaint is the most valuable thing in your competitive research, because it is verifiable, specific, and it came from their own users rather than from your marketing imagination.

Turning it into something usable

Here is the part that separates this from doomscrolling.

Take the complaint that repeats. Make the opposite of it a claim you can prove.

Not "we are easier to use." Nobody believes that from anybody, and it is not checkable. Something narrow and true instead: their users keep saying the setup takes three weeks, and yours takes an afternoon, and here is a customer who will say so.

Specificity is what makes it land. Their reviews already did the research for you. You just have to read them and then be honest about what you found.

Frequently asked questions

Which review site is most useful?
For B2B software, G2 and Capterra have the volume. But Reddit often has the truth, because people there are not writing for a vendor incentive, they are complaining to peers.
Should I read the positive reviews too?
Briefly, to know what they are genuinely good at so you do not attack a strength. But the value is overwhelmingly in the negatives. A five-star review is marketing. A detailed one-star review is a product spec for what you should build.
How do I turn a complaint into positioning?
Find the complaint that repeats, then make the opposite of it a claim you can prove. Not we are better, which nobody believes. Something specific and checkable, like the thing their users keep saying is broken is a thing you do not do.
Elly
Founder, Earlist

Founder of Earlist. Writes about competitive intelligence for small agencies, founders, and freelancers.

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