Overview
Competitor intelligence is a named-entity problem. You already know who your rivals are; what you do not know is what their customers say when the vendor is not in the room, which promises are landing, and where the switching conversations start.
This workflow is deliberately backward-looking and defensive. It tracks specific brands over time to answer questions about position: are we gaining or losing share of the conversation, what do their users complain about, and what claims should our battlecard rebut?
The output is not a prospect list. It is evidence for positioning, competitive teardowns, and the objection handling your sales team needs on the next call.
Who this is for
Product marketers who own positioning and battlecards and need the competitor's weaknesses in their customers' own words.
Founders in crowded categories deciding where to differentiate rather than where to compete head-on.
Competitive-intelligence and strategy owners producing a recurring readout for leadership.
The problem
Your competitors are being discussed on Reddit, Twitter, and LinkedIn every day — by the exact buyers you're targeting. You're missing every one of those conversations.
The VoxScrape solution
VoxScrape pulls brand mentions, sentiment, and feature requests across Reddit and Twitter. AI Intent Detection surfaces posts where buyers are actively evaluating solutions — your window to step in.
Step-by-step workflow
- 1
Monitor Reddit Pro
Search competitor brand names across relevant subreddits. Pull posts and comments in bulk, filtered by recency and upvote count.
- 2
Track Twitter / X mentions
Pull tweets mentioning competitors, negative reviews, or product gaps. Real-time signals from buyers in your space.
- 3
Run Intent Detection
AI scores each post 1–10 for buying intent. Posts scoring 7+ mean someone is actively in-market and evaluating options.
- 4
Identify patterns
Use Post Summarizer to distill 50 posts into themes, pain points, and objections in one batch. Export findings as a brief.
Running it well
Search brand terms, not category terms. This is the defining difference from social listening: you are querying named competitors, their product names, and their known aliases. Category keywords belong in a different workflow.
Pair each brand term with a friction word. 'Competitor + alternative', 'competitor + switching', 'competitor + cancel', 'competitor + pricing' — these phrase pairs isolate the moments where a customer relationship is under strain, which is where the useful intelligence is.
Collect comments, not just posts. On Reddit especially, the post names the competitor and the comments explain what went wrong. The Post Summarizer at fifteen credits per batch then condenses recurring complaints into themes you can put on a slide.
Run it on a schedule and compare. A single collection is a snapshot; the value compounds when you run the same brand queries monthly and watch which complaints intensify, which fade, and how the balance shifts after a rival ships something.
How to tell it's working
Share of voice between your brand and each rival is the headline metric, and it is only meaningful as a trend across repeated runs. A single month's number tells you almost nothing.
Track the composition of complaints over time, not just their volume. A competitor whose complaints shift from pricing to reliability is telling you something specific about where they are struggling and where your messaging should aim.
The practical test is whether sales uses it. If the recurring objections from these runs are not appearing in battlecards and call prep, the intelligence is being collected but not consumed.
Is this the right workflow?
This workflow watches named competitors. If you want to find people describing your problem without ever mentioning a brand — the ones who have not started evaluating yet — that is Social Listening, which searches unbranded language and produces prospects rather than positioning evidence.
Estimated credits
~80 credits for 200 posts with intent scoring
Credits only charged for results returned.
Sources used
Frequently asked questions
- How is this different from social listening?
- This tracks named competitors to inform positioning; social listening tracks unbranded problem language to find new prospects. This one is defensive and retrospective, that one is prospective. Most teams eventually run both, for different readers.
- Which platform gives the best competitive signal?
- Reddit, comfortably. People explain their reasoning at length and name alternatives, which is exactly the material a battlecard needs. Twitter is faster but shallower — better for reacting to a launch than for understanding why someone churned.
- How often should I run it?
- Monthly for most categories. Comparability matters more than frequency, so keep the query set stable between runs — changing the terms makes the trend meaningless.
- Can I track my own brand this way?
- Yes, and you should. Running identical queries against your own name gives the baseline that makes competitor numbers interpretable.