On the whole, vendors understand their competition and agree with their customers. However, the vendor viewpoint does not always coincide with reality or with customers’ opinions. Vendors underestimate or forget to consider that Excel is one of the most widely used BI tools.
They also say that a good relationship is a reason that their product is purchased more frequently than customers say so. In addition, vendors say poor data quality is an issue much more often than customers do, and they overestimate the percentage of customers that use certain features.