Similar to expert reviews, competitive reviews include an important aspect of opportunity. They measure performance against competing interfaces, and tell you how well you are doing in a range of areas (including usability, accessibility, content coverage, SEO, SEM and various other areas). This can include competitors in the same sector as well as non-direct but best-in-breed examples.
Any number of competitors can be selected for the review. In addition to this, we generally merge this with the Expert Review overall, so that you measure overall performance at the same time as you identify competitive advantage. However, as with all our approaches, this is entirely up to you.