What is the first step in conducting a competitive audit?

Outlining the goals for the competitive audit is crucial because it sets the foundation for the entire process. Defining specific objectives ensures that the audit remains focused and relevant. This clarity allows designers and researchers to identify what aspects of competitors they need to examine, whether it's user experience, functionality, or market positioning. By having clear goals, teams can efficiently gather and analyze data, ensuring that the insights gained will directly inform their design decisions.

Conducting user interviews, analyzing user feedback, or creating a marketing plan may be essential parts of the broader research or design process, but they are not the initial steps when specifically conducting a competitive audit. Starting with the goals helps streamline the subsequent research activities and ensures that the audit is aligned with the overall strategy for the product or service being analyzed.