Don’t limit yourself to the first page of results. Look through at least 5 pages (the top 50 results) and see what treasures might be buried. Filling Out the matrix with data Now we have a list of direct and indirect competitors, and that means we can start gathering the rest of our data. Go ahead and open the Competitive Analysis [32] Matrix from the UX Strategy Toolkit if your computer is handy. As Figure 4-8 illustrates, I’ve provided a blank template for you to use. Plunk your competitor list into the leftmost column of the Y-axis. Figure 4-8. Competitive Analysis Matrix template Separate the direct competitors from the indirect competitors. Include the website address or app store, too, as demonstrated in Figure 4-9 (for example, Google Play versus Apple Store). This is reference for your team and you. It will make it easier for you to double-check data and verify facts. The list will eventually need to be reorganized; I go over how to do that in Chapter 5, after you gather your research and are ready for the analysis. For the time being, I want to just focus on correctly capturing your research.