Competitor Survey
Your customers compare you to rivals you might not even be watching, and quietly pick a side. Collect input on why buyers choose you, choose competitors, or switch between you.
Your customers measure you against competitors every day, whether or not you're paying attention. Without real data, you misprice, misposition, or lose deals without ever knowing why. Typeform's competitor survey template gives teams a clear way to learn how the market actually sees you and why customers choose you.
The survey captures how buyers really decide: which competitors they weighed, what won them over, and where rivals win. Typeform asks one question at a time, so buyers give candid, detailed answers instead of rushing a long form. Conditional logic adapts the survey based on each buyer's choice. Someone who chose a competitor can explain why they favor another brand, while a loyal customer names what keeps them from switching.
Customize the questions to cover your market, the rivals you're up against, and the decisions you're weighing. Share it by email, embed it on a landing page, or send it to recent buyers and lost deals. Every response flows into Google Sheets or Airtable via Zapier, so competitive patterns become clear. You sharpen your pitch and pricing around what actually wins customers, not just guesswork about the competition.
A competitor survey gathers customer input on how your business compares to its rivals. It captures which competitors that buyers consider, why they choose one brand over another, and where each brand wins. Teams that run competitor surveys consistently sharpen their positioning and win more deals against the competition.
Most companies compete against an imagined version of their rivals, not the real one. Misjudge a rival's strengths and you build the wrong pitch, discount needlessly, and lose deals you should be winning. The real reasons buyers choose a competitor stay hidden until you ask them. A competitor survey makes it easy to gather information on what customers actually think, so you compete with your strongest rivals on concrete data.
Cover what shapes a buyer's choice:
- Which competitors buyers considered before deciding
- What made them choose you or a rival
- Where competitors are seen as stronger
- How your pricing compares in buyers' eyes
- What would make a customer switch
Survey both customers who chose you and prospects who chose a competitor. Comparing survey results from both reveals why buyers pick one over the other. Won deals reveal or emphasize your real strengths, while lost deals reveal exactly where a rival beat you. Reaching lost prospects takes effort, but their answers are often the most valuable you'll get.
Ask neutral, open questions, since a survey that fishes for compliments tells you nothing useful. Let buyers name competitors and perceived brand strengths themselves, instead of rating a list you chose. Honest comparisons only help if the questions give rivals a fair shot at winning.
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