Can competitor research be a valid source of test hypotheses?

Most of what we talk about in experimentation circles starts with your own data. Heatmaps, session recordings, post-purchase surveys, customer interviews. The idea being: if you want to test something that moves the needle for your brand, start with your customers.

@Andy Costes

pushed back on that last week on Live with Intelligems.

His take: your competitors are running their own experiments too. They have different teams, different budgets, different areas of focus. And when you watch what they ship and keep for two to three months, across multiple brands, you start to see patterns worth questioning.

Not copying. Forming hypotheses.

Curious where you land on this:

- Do you actively do competitor research as part of your testing process? How?

- How do you decide if something a competitor is doing is worth testing for your own brand?

- Is there a risk of optimizing toward the wrong benchmark?

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