Separate direct and indirect competitors
Direct competitors sell a similar offer to the same customer occasion. Indirect competitors may still capture the same trip or budget. Separate the two before deciding whether a market is saturated.
Review quality, not only quantity
A single highly rated competitor with thousands of reviews can matter more than several weak operators. Compare ratings, review count, service mix, hours, and customer experience.
Visit during the real buying window
Observe competitors when your customers would buy. Morning coffee, lunch restaurants, salon appointments, and weekend pet grooming each have different peak windows.