The Research & Planning Group - Competitive Benchmarking
 
  Services
Focus Groups
Surveys
Satisfaction Studies
Branding Studies
Competitive Benchmarking
Individual Interviews
Advertising concept & Copy Testing
 
  Featured Articles
Your Customer List Is a Valuable Resource
The Everything and the Kitchen Sink Survey
The BIG Question
 

More Articles....

Competitive Benchmarking
Competitive benchmarking allows you to understand how perceptions of your organization compare to perceptions of competitive organizations. While Customer Satisfaction Studies allow you to understand how your own customers perceive your organization, competitive benchmarking studies allow you to understand how your overall target market perceives your organization in relation to your competitors.

Competitive Benchmarking asks members or your target market to make direct comparisons between your organization and your organization's competitors.

Examples of Benchmarking Survey Questions: "Which of the following manufacturers offers a technically superior product?"

"Which supplier best meets your needs?"

Competitive Benchmarking: Methods

Competitive Benchmarking Studies are implemented in the following way:

1) Together, we will specify your target market and we will acquire a sample list of the target market population.

2) We will talk with you and with members of the target market to identify your key competitors. At this point it will be important to get a feel for all levels of competition including direct and indirect competition.

3) We will design a survey instrument with your input and then survey a specified number of members of your target market.

4) You will receive a report of your positioning in the competitive market.

5) If you desire, the study can be conducted at regular intervals to track changes in your competitive positioning over time.

Top

Competitive Benchmarking: Benefits

Competitive Benchmarking Studies take the guesswork out of how your target market perceives you in relation to competitors. By directly asking members of your target market how your organization compares to your competitors, you can better understand your position in the market.

Some syndicated competitive information is available for specific industries, but we have found that the competitive information needs of most industries are not met by the syndicated services. If you are not able to find syndicated information to meet your needs, we can assist you in designing a customized study to help you understand your position in the market.

Top
Developed by eComand Solutions