What you have done to research the company. This could include Google searches, perusal of their web site, and questions you have asked of friends or family who may have utilized their products. If you can use direct experience, do so! For example, say the company is Xerox. If you have worked in an office setting, describe your personal experience with Xerox products.

Appearing as if you don't know this information. It is easily found through simple Google searches, and the interviewer wants to know you are interested enough in the position to have at least done that.

"I am very familiar with this industry. In my experience at XX role, we utilized Xerox copiers, printers, and other equipment. I was the person tasked with researching those products and choosing the best one for our office. We went with Xerox on my recommendation that Xerox had the best ratings and the best price."

"I have done extensive research into XX car company. Two of my sisters own XX brand vehicles and are very pleased with both the products and services. When I saw the job position, I looked into your web site and found that you were (add some statistics here, like they were the #1 brand in their industry in 2021, their sales continue to rise year over year, etc.)."