SOLVING THE BENCHMARKING PROBLEM
We know that fast concept testing is an invaluable tool; but the key question it raises is what does good look like.
Our experience is that norms are less useful than real life real time comparison, so the Tangible REACT tool is based on exactly that : concepts are tested against a small pool of current or competitor concepts so the benchmark is a known quantity operating in current market circumstances.
Robust Expert Actionable Concept Testing