Benchmark Building (IHUT)

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!

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