Competitive rating

Key benefits from research

The results of competitor analysis are extremely important information for decision making. The development of a company may look ideal: revenues are growing, profits are increasing. But growth can only be driven by market growth. Competitor tracking allows you to understand which competitors are worth watching closely with a view to capitalizing on successes or acquisitions.

Opportunities of the method

A useful method of competitive analysis, in addition to assessing the shares of market participants, is the compilation of a competitive rating. The rating is a list of competitors in descending order of attractiveness in the eyes of the target audience.

It often happens that the competitive rating does not coincide with the market share rating. For companies whose positions are lower in the list of market shares, this is a good chance to turn the situation in their favor.

Sample size and timeline

The minimum size of a representative sample for such projects per region is 400 questionnaires. By region we mean any territory for which separate analytics is required (this could be, for example, a city or country). In cases where it is necessary to separately consider and compare data from, for example, 2 cities, the minimum sample is 800 questionnaires. The minimum period for such a survey is 1 business day.


The cost of the project for compiling a competitive rating consists of the cost of collecting a selected number of questionnaires (payment is taken only for fully completed questionnaires) and the cost of analytics (usually no more than 10-15% of the cost of data collection)

You can calculate the cost of one questionnaire yourself using our calculator (you will need to enter the number of open and closed questions in the questionnaire, quotas)

The cost of such a study is from 2000 £ (the cost is indicated for a minimum sample).

Sample report


Description of the approach

The rating is compiled based on consumer perception of competitors. As part of the study, consumers or clients are asked to select and evaluate the importance of the operating parameters of companies in the market under consideration. After that, each of the competitors is evaluated based on the selected characteristics.

The received data is processed and analyzed. As a result, the total assessment for all parameters is calculated for each of the market participants. By comparing competitor ratings, you can rank the list, identify market leaders, and understand what the market looks like through the eyes of consumers.

Process of research

BCGroup’s work on compiling a rating of the attractiveness of competitors is structured as follows:

1. An NDA (confidentiality agreement) is signed between BCGroup and the company;
2. The BCGroup specialist agrees with the customer on the research methodology, list of parameters, as well as tools (in this case, the final version of the questionnaire for surveying the target audience);
3. BCGroup specialists conduct a survey in a short time (it is possible to survey up to 5,000 people per day);
4. Next, the BCGroup employee transfers the data array to the customer’s representative in Excel or SPSS format;
5. After 5-7 days, a BCGroup employee sends an analytical report to the customer based on the results of compiling a competitive rating (sample reports)

How to start?

Just send us a request using any of the forms. A BCGroup specialist will draw up a proposal by the end of the working day.

Send a request