Tutorial: An example case using My Telescope Share of Search analysis

Get a quick oversight of the competitive landscape

When we developed My Telescope Competitive Compass we had one idea in focus: how can I as a category manager, brand strategist or planner get a quick overview of what the competitive landscape looks like. And how could I then dig deeper to get an in depth view of what to do next. Maybe you recognize the challenge? When doing research it’s really hard to know where to start your digging. We have solved that challenge by My Competitive Compass. Here comes a quick guide on how to read the data to get a quick overview.

Marketometer:

1) Start by looking at the Marketometer: Do the brands I’m looking at have a positive future trend or are they loosing traction?

My Telescope Competitive Compass COMPETITIVENESS index:

2) Look at the My Telescope Competitive Compass COMPETITIVENESS index: What does my yearly traction look like? Can I see any specific dates when the brands have lost traction or over performed?

Business Drivers:

3) Look at the business drivers: Why do customers choose your brand?

Key Areas:

4) Look at key areas. This graph shows what key areas to focus on so you can dig deeper in those areas to perform even better on your market. What the four fields mean:
High impact: high impact for creating the long term perception on the brand.
High potential: has a strong correlation in creating high impact on the future outcome. I.e if a brand is on high impact on the verge to low impact it means that one should start to focus on the parameter on the high potential low impact box.

Dig deeper: 

5) Dig deeper: Now you know where to start digging deeper. You have probably won one week of work time by using Competitive Compass. Based on this overview you now have an indication of what to focus on to create impact for the future.