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Benchmark Building (IHUT)

Understand how in-market products compare to key competitors or emerging players to support retailer sell-in or internal innovation direction.

Knowing how your product stacks up against the competition isn’t just useful — it’s essential. Whether you’re preparing for a retailer sell-in conversation or shaping your internal innovation pipeline, Highlight gives you a deep, in-context understanding of how your product and key competitors perform across the metrics that matter most. With both individual scorecards and head-to-head comparisons, you’ll walk away knowing exactly where you win, where you lose, and why.

 

Key Questions Addressed

  •     How does my product compare to new players emerging on the shelf?
  •     I need head to head data for a retailer sell-in conversation.
  •     How does my product perform against key competitors, which is preferred in each of the spaces, and why?

 

Common Outcomes

  •     Benchmark building via modular approach
  •     Scorecard: clear understanding of performance of product against key competitors in the space today
  •     Penalty analysis: to identify how your moderate & critical penalties stack up against your competitors
  •     A head to head forced choice comparison with key competitors (if sequential monadic)
  •     Open-ended feedback to support a thematic story

 

Methodology Guide

 Quick Hits

  •     Quantitative
  •     N=100+ per product recommended
  •     Monadic or Sequential Monadic
  •     ~3 weeks turnaround (ship to results)

 

Typical audience: category purchasers or relevant product users

For more information on designing your audience and sample size, see here.

 

Standard Inputs (Highlight Blueprint)

  •         Overall Liking
  •         JAR scales for key sensory / product attributes
  •         Comment on Likes
  •         Comment on Dislikes
  •         Head-to-Head Preference (if sequential monadic)
  •         Purchase Intent

+ Can add from any of our available / recommended questions and/or write your own


Stimuli: physical product samples of your product and competitor products sent to participants

 

Standard Outputs

  •         Competitive scorecard with statistical significance testing across all products
  •         Penalty Analysis comparing moderate & critical penalties across your product and competitors
  •         Head-to-head forced choice results (if sequential monadic)
  •         Summary of key themes from open-ended questions to support a thematic story
  •         Data visualization for all survey questions
  •         Crosstabs with customizable banners + statistical significance testing

 

Reach out to your Customer Enablement rep if you have any questions about leveraging Highlight for this use case!