QOTD: Are You Switching From Another Brand?

Our latest Question Of The Day sheds light on perhaps the most titillating of topics: competitor insights. Legacy retail brands will spend six figures over six months to glean directional data on competitive share shift — whereas you, our fine Fairing friend, can get a pulse on your competitor penetration tomorrow at no additional cost. Viva la DTC.

Question Architecture

Within your Question Stream, there are two ways to ask this question. The first is a higher-level ask, which can be good if you’re still early in customer understanding and also avoids directly mentioning competitors: “Are you switching from another brand?”

Fairing question example

Responses of no are a great segment to carve out in your Klaviyo et al integrations, as it means your brand is teaching the consumer almost everything they know about this category. But if the response is yes, that’s your cue to use the follow-up question functionality and find out precisely which brand you’re winning market share from — an otherwise known-unknown data point if you don’t talk to your customers.

Follow-up question example

The second approach is directly geared towards learning more about a customer’s experience with your category: “What other brands have you used before?”

What other brands have you used before?

This question creates the benefit of moving right along to a juicier follow-up. For instance:

“What made you want to switch?” is a direct-from-consumer testimonial of your competitive advantages, and the features worth highlighting more often.

“How often do you buy this kind of product?” paints a picture of the relationship between brand spend and category spend — market share 101 in the CPG space. It also gives you an advantage over other brands, because you’ll now know something they don’t about this customer’s purchase cycle.

“Does anyone else in your household use a different brand?” reveals an opportunity to capture an entire household of customers by segmenting this audience for future bundle deals. Use Cases: Consumer Research, Competitor Share Shift Brands like Quip have asked these questions post-purchase for years, not only for tactical purposes such as optimizing ad creative or competitive bidding, but also for more strategic pursuits around fundraising and market expansion into big box retailers.

Pushing this data to one of our BI destinations like Peel or Daasity is also immensely valuable, as the ability to trend competitor penetration or track brand loyalty among cohort audiences places you at the forefront of DTC product strategy — and right up there with the traditional retail brands who will still be waiting for their expensive research results long after you’ve made a data-driven decision.

This article is part of our Question Of The Day (QOTD) series, where Fairing teams up with the industry’s smartest qualitative marketers to deliver expert perspectives on zero-party data. Find more of these best practice questions in our Question Bank.

Become a Question Authority

Fairing Blog

A growing collection of our best practices, product updates, and success stories in building a sustainable, maneuverable advantage for DTC brands.


Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Fairing Named Among The 14 Retail Tech Startups Set To Soar In 2023

Insider asked prominent investors about the retail tech startups they think will soar in 2023; Fairing is thankful to be included in this elite list.

Webinar: Masterclass With Brandon Amoroso Of Electriq

Our latest masterclass webinar features Electriq founder Brandon Amoroso, showing off exactly how he's been using Fairing for years to build a zero party data advantage for his brands.

QOTD: What Would You Google To Find A Brand Like Ours?

Fairing’s Question Of The Day fuels CRO by asking ”What Would You Google To Find A Brand Like Ours?” Use it to optimize PDPs, social content and more.

Question Bank Integration: Zero-Party Data With One Click

Fairing turns zero-party data into a one-click move, with our integrated Question Bank. Best practice surveying on attribution, personalization, CRO and consumer research, at your fingertips.