# General Research & SWOT Analysis

Peak Shift also employs more general research methods during client sprints, including SWOT analysis of companies, platforms, or features.

Research into competitor applications, user groups, and behavioural patterns provide a bedrock of user research which can be used to improve the UX of your application. This research can be done on a mirco (single feature) or macro (industry view) scale, depending on what is being focused on in a given sprint.


## Strengths

We pull apart your application or feature to see what you're currently doing well, what distinguishes you from your competitors, and why. This gives us a good indication of USPs and how a product or specific feature/user journey can be shaped over time. This could be anything from UI/UX, customer service and support, to the values that drive your business.

It's worth baring in mind that strengths are only strenghts if your competitors do not currently possess them, otherwise it's simply a necessity.

## Weaknesses

On the flip side, it is also important to focus on things your product does not do well. Bare in mind, this form of analysis is most useful when paired with an honest approach. Focus on all aspects of your product or company, including UI/UX, branding, your values, etc.

## Opportunities

Here's where you can keep one eye on the future, finding opportunities for your company or product to grow. Opportunities can arise from market or technological developments, company expansions, social patterns, legal jurisdiction, product redesigns, and more. Being able to spot and exploit opportunities is essential in making your company or product a market leader. Opportunities can also arise from bolstering strengths and tightening weaknesses.

## Threats

Finally, we analyse any internal or external threats to your product or business. Anticipating current or future threats as well as decisive action can prevent growth stalling, or even worse. Threats come in all formats, from the basic technology to the humans that create or govern them. When it comes to technology, things are constantly evolving - it's important your company or product does too. A good way to keep on top of threats is to consider what your competitors are doing - but remember, what they do might not always be best for your company. Be bold, be unique, and lead the market.