Horizontal Analysis: A horizontal analysis, or trend analysis, is a fundamental analysis procedure in which an analyst compares ratios or elements of a company's financial statements. Comparative financial analysis is the process of analyzing data found in a financial report in comparison with similar data from other reports. This allows whoever is doing the analysis to get context that makes the raw numbers more meaningful. An individual can perform comparative financial analysis by studying multiple reports. Common-size financial statements make it easier to compare a company with its competitors and identify significant changes in a company's finances. Common size analysis compares financial data. To collect and analyze financial data for benchmarking purposes, use various data collection techniques such as surveys, interviews, and financial statements. Then apply benchmarking methods to identify trends and compare your performance to industry standards.