Tool

G2 (business software review directory)

G2.com · G2 Free Beginner

When you cannot read the code or the spec sheet, real buyers can. G2 lets you pull up any technical competitor, sort to the one and two star reviews, and read exactly where the product frustrates people in plain language. You do not need to understand the technology to understand "onboarding took six weeks" or "the API kept breaking", and that is the signal you are actually hunting for.

  • Go straight to the low-star reviews of each competitor: the complaints are your market's unmet needs, written by people who paid for the product.
  • G2 breaks ratings into fields like ease of setup and quality of support, so you can spot a repeatable weakness without decoding a single technical feature.
  • Cross-check the same product on Capterra and Trustpilot, since each site skews to a different buyer, and treat any one glowing or scathing review as noise until a pattern shows up.
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The question it answers

  1. As a non-technical founder, how do I research a market where I don't understand the technical products my competitors sell?

Read with it

  1. Written by a non-technical founder who built a tech company, this piece draws the line that matters: you need the concepts... Forbes Article · ~7 min read What Non-Technical Founders Really Need To Know About Tech Sophia Matveeva
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