Apart from price, strategy and product, there are many other factors you can look at, and the right approach to take will depend on the goal of your competitive analysis. The tools you will see are key in any type of competitor analysis. Surveys in particular can be a great resource for discovering what your competition is up to these days. People love giving their opinion, and surveys make it easy to collect reliable data from many different consumers. Additional tools like search engine optimization (SEO) software can give you an extra edge by helping you figure out what works best for your competitor and identify gaps where you may have a competitive advantage.