Recap To build something unique, you cannot ignore your competition. In this chapter, I discussed how to conduct competitive research to learn about the marketplace. You learned how to identify direct and indirect competitors. You relentlessly searched the Web, capturing a range of qualitative and quantitative data points to help understand what kind of marketplace your product might be entering. Now, it’s time to analyze that grid and extract meaningful intelligence that will inform the UX. That might sound complicated, but don’t panic. Just move on to Chapter 5. [32] You can access the UX Strategy Toolkit at userexperiencestrategy.com. [33] http://en.wikipedia.org/wiki/Securities_offering