Here's a simple process you can follow:

• Step 1: Define your criteria. What matters to you? Price, quality, feature set, or compliance? Write these down.
• Step 2: Gather products. Pick 5 to 10 competitor products that fit your criteria. Include both popular and niche options.
• Step 3: Verify the basics. For each product, check who makes it, where it's made, and whether it has any certifications.
• Step 4: Test in the real world. If possible, use the products yourself. Track puffs, check for leaks, and note the build quality.
• Step 5: Compare side-by-side. Use a spreadsheet or a scorecard to rank them on each criterion. Be honest about your biases.
• Step 6: Look for gaps. Where are the weaknesses? Is there a need for better battery life, more flavor options, or safer materials? That's your opportunity.

Remember, the goal isn't to find a perfect product—it's to find what's missing and how you can fill that gap.