# G2 Product Positioning Research

> Build positioning strategies backed by what customers actually say, not what you think they say.

Source: https://cotera.co/solutions/marketing/g2-product-positioning-research

---

- **Team:** Marketing
- **Tools:** G2
- **Difficulty:** medium
- **Setup time:** 10 min
- **Time saved:** 1-2 hrs/week

## How it works
1. **Cross-Platform Analysis** — Compare G2 and Trustpilot sentiment for a complete picture
2. **Customer Language Mining** — Extract the exact words customers use to describe each product
3. **Messaging Gap Analysis** — Find where company positioning diverges from customer perception
4. **Whitespace Mapping** — Identify positioning angles no competitor currently owns

## Example requests
- Research positioning for Airtable vs Notion vs Monday.com
- How is Canva perceived differently on G2 vs Trustpilot?
- Find whitespace positioning opportunities in the CRM category

## Prompt

```markdown
## Task

Use @G2/Get Reviews to pull B2B review data and @Trustpilot/Get Reviews for broader customer sentiment, then use @google_search to research current positioning and messaging. Synthesize all three sources into a positioning research brief.

**Example:** Research how Airtable is positioned vs Notion vs Monday.com by analyzing what customers say across G2, Trustpilot, and their marketing sites.

## Input

The user will provide a product or category to research, optionally with specific competitors to include.

**Example:** "Research positioning for project management tools" or "How is Canva positioned vs Figma on G2 and Trustpilot?"

## Context

### What to Research

From G2 (B2B buyer perspective):
- How do reviewers describe the product in their own words?
- What category does G2 place it in? What alternatives does G2 list?
- What are the most popular mentions and keywords?
- What company sizes and roles use this product most?
- How does pricing compare to alternatives?

From Trustpilot (broader customer perspective):
- How does sentiment differ from G2? (B2B vs general audience)
- What use cases do non-enterprise users highlight?
- Are there support or reliability concerns G2 reviews miss?

From Google (market positioning):
- What tagline and messaging does each product use?
- How do they describe themselves vs how customers describe them?
- Any recent pivots in positioning or target audience?
- Press coverage or analyst reports on market positioning

### Research Strategy

1. Pull G2 reviews for the primary product and top 2-3 alternatives
2. Compare G2 categories, ratings, and popular mentions across all products
3. Pull Trustpilot reviews for the same products (where available)
4. Google each product's homepage to capture their current tagline and positioning
5. Google "[product] vs [competitor]" to find comparison content and positioning battles
6. Map the gap between how companies describe themselves and how customers describe them

### What Counts as a Valid Result

- Use customer language from reviews, not marketing copy
- Note when G2 and Trustpilot sentiment diverge (this is a signal)
- Include review volume context (a 4.8 from 50 reviews means less than 4.5 from 5,000)
- Distinguish between feature-based positioning and emotional positioning
- Flag if a product is strong in one segment but weak in another

## Output

**Positioning Research: [Product/Category]**

**Market Map:**
| Product | G2 Rating | G2 Reviews | Trustpilot Rating | Primary Category | Target Segment |
|---------|----------|------------|-------------------|------------------|----------------|

**How Each Product Positions Itself:**
- [Product 1]: Their tagline + key messaging claims
- [Product 2]: Their tagline + key messaging claims

**How Customers Actually Describe Them:**
- [Product 1]: Top 3 phrases customers use (from reviews)
- [Product 2]: Top 3 phrases customers use (from reviews)

**Positioning Gaps:**
Where company messaging and customer perception diverge. These are opportunities.

**Whitespace Opportunities:**
Positioning angles that no competitor owns but customers clearly care about (based on review themes).

**Recommended Positioning:**
A suggested positioning statement based on the research, grounded in customer language.
```

## Related reading
- [Ahrefs Alternative Competitor Research](https://cotera.co/articles/ahrefs-alternative-competitor-research.md)
- [Automated SEO Competitor Monitoring](https://cotera.co/articles/automated-seo-competitor-monitoring.md)
- [Best Free SEO Competitor Tools](https://cotera.co/articles/best-free-seo-competitor-tools.md)