Competitive analysis template

In a market moving at AI speed, stale research can cost you. Airtable’s AI-powered competitive analysis template keeps your intel fresh and actionable. It continuously monitors competitor messaging, content, pricing, revenue, and product updates—analyzing thousands of insights from blogs, social media, press releases, and across the web, so you never miss a move. Uncover market shifts in real time, analyze won and lost deals, ask any question about your competition, and make faster, smarter decisions that drive real results.

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Competitive analysis template highlights

• Track your competitive landscape in one place: Monitor features, pricing, messaging, and positioning—all in a single, centralized workspace. Build rich competitor profiles your entire team can access, update, and act on—no more scattered docs or stale decks.
• Turn insights into action: Use filters and custom views to spot trends fast, then let AI recommend next steps to fine-tune your go-to-market strategy.
• Collaborate in real time: Centralize research, assign tasks to the right person based on those insights, and keep executive stakeholders informed with live updates and AI-generated summaries.
• Accelerate strategic planning: Quickly surface insights that inform product roadmaps, SEO strategies, sharpen positioning, and drive smarter GTM decisions.
• Connect the dots between customers and competitors: Link competitor data to customer records to analyze win/loss trends, understand how competitors are influencing deals, and identify areas to improve.
• Put AI to work—right inside your workflows: Airtable AI works in the context of your data, so it understands your business. It answers key questions about your competitors, flags what matters most, and automatically notifies the right teams. And with continuous updates from across the web, you’re always working with the latest competitor insights.

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What is a competitive analysis?

A competitive analysis is the process of evaluating your direct competitors (and indirect competitors)—including their strengths, weaknesses, products, pricing, positioning, and performance metrics—to uncover opportunities and risks in your market. It’s a critical step in shaping your business strategy, helping you differentiate your offering and stay ahead of your competitors’ products.

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Types of competitive analysis

Here are some common competitive analysis examples and types—each offering a different lens to evaluate your competitors and shape your strategy.

1. Product comparison: Evaluate similar products by analyzing features, functionality, and UX to identify gaps or opportunities for differentiation.
2. Pricing analysis: Track pricing models, discount strategies, and value positioning to guide your own pricing decisions for a new product or existing offering.
3. Messaging and positioning review: Examine how competitors communicate across websites, ads, and social media—helping marketing teams refine their messaging and align it to the right persona.
4. SWOT analysis: Break down each competitor’s strengths, weaknesses, opportunities, and threats for a well-rounded view of the competitive landscape.
5. Market share analysis: Understand how much of the market each player captures and where your brand has room to expand.
6. Customer sentiment analysis: Use reviews, testimonials, and social listening to uncover how customers feel about similar products—and identify areas where you can stand out.
7. Go-to-market strategy analysis: Study how competitors launch a new product, define their target persona, and distribute across channels to sharpen your own GTM approach.

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What is a competitive analysis template?

A competitive analysis template is a structured framework that helps you organize, track, and evaluate competitor data—all in one place. Instead of juggling scattered docs and spreadsheets, you can centralize insights on product features, pricing, messaging, and market strategy to spot trends faster and make smarter business decisions.

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Benefits of using a competitor analysis template

• React faster to market shifts: Surface emerging trends with filters and custom views, and adjust your strategy before competitors gain an edge. Centralize intel on features, pricing, messaging, and positioning so your team can spot changes and act quickly.
• Make smarter, cross-functional decisions: Share real-time insights across product, marketing, and sales to strengthen collaboration and alignment. Analyze structured data to assess competitors’ strategies, then turn those insights into decisive action—whether it’s refining your roadmap, sharpening your messaging, or adjusting GTM strategies.
• Keep your intel fresh—automatically: Let AI do the heavy lifting. Pull in real-time updates, keep competitor profiles continuously refreshed, and route alerts to the right teams—so everyone’s working from the most current, accurate insights.

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How perform a competitive analysis using the competitor research template

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1. Add your competitors

Start by listing key competitors—include direct, indirect, and emerging players.

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2. Log key data points

Capture competitive details in structured fields—such as product features, pricing, go-to-market strategy, messaging, and customer sentiment. Upload supporting assets like call recordings, screenshots, or revenue figures, and link them to customer records to uncover patterns in win/loss performance. This gives your team a richer view of how competitors are impacting your pipeline and positioning.

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3. Customize your views

Visualize competitor data in calendar, Kanban, or gallery views to spot patterns and compare insights with ease.

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4. Spot trends and gaps

Use filters and grouping to surface market patterns and identify opportunities to differentiate your offering.

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5. Assign and collaborate

Assign research tasks, leave comments, and keep cross-functional teams aligned with real-time updates.

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6. Summarize insights with AI

Let AI tag competitors, summarize notes, and highlight key differences—no manual crunching required.

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7. Refresh your strategy

Turn your analysis into action by using insights to shape product roadmaps, pricing models, and messaging frameworks.

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5 other templates for competitive tracking

1. Customer sentiment analysis template

Understand how customers really feel with this template that captures, tags, and analyzes feedback across channels. Turn qualitative insights into actionable improvements for your product or experience.

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2. SWOT analysis template

Evaluate your business or product with a clear breakdown of strengths, weaknesses, opportunities, and threats. This flexible template keeps your strategic planning focused and data-backed.

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3. Product messaging library template

Centralize your product messaging so every team stays on-brand and aligned. Store value props, taglines, and proof points by audience, product, or feature—ready to plug into campaigns, decks, or launches.

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4. Product roadmapping template

Visualize your product strategy, prioritize features, and track progress across teams. This roadmap template brings clarity to what's shipping, when, and why.

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5. UX research and planning template

Organize your research process from interviews to insights. Capture findings, link them to product decisions, and spot user pain points before your competitors do.

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Get started with the competitive analysis template in Airtable

Ready to outpace the competition? Get started with Airtable’s AI-powered competitive analysis template to centralize research, uncover the latest market insights, and align your team around a smarter competitive strategy. It’s fast to set up, easy to customize, and built to scale with your business.

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Competitor research template FAQs

Who is the competitor research template for?

This customizable competitive analysis report is designed for go-to-market teams, product managers, marketers, and business analysts who need a clear view of their main competitors. Whether you're a startup founder or part of a large enterprise, it helps you assess your own company’s positioning, refine your value proposition, and identify opportunities to gain a competitive edge. From evaluating a competitor’s pricing strategy to analyzing their social media strategy, this template helps you optimize decision-making with structured data, visual graphs, and actionable insights—no more juggling static Excel files.

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Why is a competitive analysis important in product development?

A competitive analysis helps product teams understand the market landscape, identify gaps, and avoid duplicating features found in competitors’ products. It’s a strategic tool that supports product development—from roadmap prioritization to aligning your target market and refining your value proposition.

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What type of information should I include in a competitive analysis?

Include data points like product features, pricing, target market, positioning, customer sentiment, and social media strategy. You can also track metrics such as growth rate, user adoption, and brand visibility. A consistent structure makes it easier to compare your own company to others and uncover areas to differentiate.

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How do you perform a competitive analysis?

Start by identifying your main competitors and defining which categories matter most—like value proposition, pricing, product features, or social media strategy. Use this template to collect and visualize data with graphs, analyze trends, and brainstorm improvements to your business strategy. Built-in AI helps you summarize findings and adjust your approach in real time.

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Is this template free?

Yes—Airtable’s competitive analysis template is completely free to use. Just copy it into your workspace and start tracking competitor insights in minutes.

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