What we're doing with Substitutes is to complement the NPS ranking with a mapping of actual switch behavior. It's entirely possible that a lower-rated product is a much more popular substitute for a product if it's a better fit (e.g. targeting SMBs or Enterprise).

An example: In the Recruiting/ATS space, Greenhouse and Lever are each other’s most significant competitor. Meanwhile, companies looking to replace iCIMS by far most frequently end up using Oracle Taleo (and vice versa)

We generally see company size and employee count is highly predictive of which products they’ll consider and we can see a progression as companies grow out of services catering to SMBs to more fully-featured alternatives.