Ask what brand they think of most often when thinking about your industry.
Example: What brand do you think of first when you think SEO agency? An open-ended type works well here.
Your Move: This will give you insight into your real competition (and usually it will be local), so you can visit that company’s website and see what they are doing differently than you. The more aware people are of your brand the more traffic you will have, so spending time trying to give your audience something similar to what they are already responding to is important. Adogy.com has admitted to using this tactic to help gain ideas for their “Work” page.