4 Comparator Funnel
Module 4 – Comparator Funnel: Narrowing 10 Candidates to the Best 5
Why this module matters
A SWOT shines only when you compare it with relevant peers. Picking benchmarks at random can sink your credibility. In this lesson you’ll learn a quick, data-driven method to score the ten comparators you collected in your research dossier and justify the five that truly matter to your audience.
Learning outcomes
By the end of this module you will be able to…
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Apply the S.T.A.M.P. criteria (Size, Tourist mix, Access, Market position, Peak timing) to any set of comparators.
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Score each candidate 1-to-5 on every criterion and calculate a /25 total.
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Validate every score by linking back to evidence in your dossier.
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Sort and select the top five benchmarks transparently.
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Write one-line justifications that explain why each peer was chosen.
1 Surface the 10 candidates
Scroll to the “Competitor Snapshot” section of your ChatGPT research report and paste those ten names back into the chat so both you and the model are looking at the same list.
2 Introduce the S.T.A.M.P. filter
Tell ChatGPT:
“Rate each of our 10 destinations 1-5 on Size, Tourist mix, Access, Market position, Peak timing, then add a Total column (max 25) and include inline citation tags for Tourist mix and Access.”
3 Fill evidence gaps
If any score appears without a citation, ask:
“Provide the missing source or change the score to 0.”
This forces transparency and avoids guesswork.
4 Sort and shortlist
Prompt:
“Sort by Total (descending) and display the top five only.”
You now have a ranked, evidence-backed shortlist.
5 Craft slide-ready justifications
Request:
“For each of the top five, write one sentence explaining why it is a relevant benchmark for the Isle of Man, include the strongest similarity statistic and its citation.”
These one-liners will sit neatly under each benchmark bullet in your deck.
Recap
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Bring the 10 comparators into the chat.
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Score with S.T.A.M.P. → /25 totals.
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Demand citations or zero-out missing data.
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Sort and keep the top five.
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Add one-line relevance statements for slide use.
Next step
Head to Module 5 – Designing Three High-Impact Strategies to turn your SWOT and these five benchmarks into action-oriented initiatives that impress any interview panel.