CPG Product Benchmarking Tool

Compare your products against leading competitors using standardized testing protocols that reveal exactly where you stand in the market.

Identify performance gaps before they become costly problems with comprehensive benchmarking that spots quality issues early in development.

Accelerate your R&D timeline by focusing development efforts on the attributes that matter most to your target consumers.

Design your test

Define your objectives, create your survey, and set parameters for your ideal testers.

We ship your products

We handle recruitment and distribution to get your products into the right homes.

Collect & analyze

Gather feedback through our platform and transform data into actionable insights.

Formula Comparison Testing

Test your product formulations against leading competitors to identify performance gaps and improvement opportunities. Gather unbiased consumer feedback on attributes like effectiveness, texture, and overall satisfaction to guide your R&D priorities.

Market Positioning Analysis

Understand exactly where your product stands in the competitive landscape through blind consumer testing. Get clear data on your strengths and weaknesses compared to established brands to inform your go-to-market strategy.

Launch Readiness Assessment

Validate your product's market potential by testing it against successful competitors in real-world conditions. Ensure your formulation, packaging, and positioning can compete effectively before investing in full-scale production.

Quality Control Benchmarking

Establish baseline performance metrics by testing your products against category leaders and industry standards. Use these insights to set internal quality targets and track improvements over time.

How accurate is CPG product benchmarking data, and how can I trust the insights for critical product decisions? A: In typical quantitative surveys, companies discard 30% of responses as junk data, creating significant gaps in competitive analysis. Highlight's rigorous community screening process achieves only 1-2% junk data through careful filtering and verification methods. Our 48% community acceptance rate ensures that only the most thoughtful, engaged participants contribute to your benchmarking studies. Benchmark data is built on testing with consistent audiences, so you’re comparing apples to apples every time. This means you can confidently base product development decisions on clean, reliable data that accurately reflects real consumer preferences against competitors.

What's the fastest way to benchmark my CPG product against competitors without delaying my launch timeline? A: Highlight delivers comprehensive competitive insights in approximately 3 weeks from recruit to final analysis. Our streamlined process includes competitive usability testing and performance comparisons that identify specific advantages and gaps against rival products. This rapid turnaround allows you to make informed positioning decisions and product adjustments while maintaining your launch schedule. We also provide turnkey logistics and ship the product directly to product testers.

How can I benchmark my product against competitors when targeting very specific consumer segments? A: Highlight’s benchmark database is based on rigorous testing standards. For example, concept tests or product tests must meet minimum sample sizes (typically n=100+), specific audience criteria (such as general population or category buyers), and standardized questions like overall appeal and purchase likelihood. Benchmarks are tagged by category and stage (like already launched products, for example) to ensure your results can be meaningfully compared against the right benchmarks.

Which specific product attributes should I focus on when benchmarking against competitors? A: Effective benchmarking requires testing the right elements that actually influence purchase decisions and brand loyalty. Our comprehensive approach examines multiple critical dimensions through various testing methods:

Concept testing - idea evaluation based on provided stimuli compared to competitor performance
Sensory evaluation - taste, texture, aroma, and overall sensory appeal compared to competitors
Functional testing - performance, usability, and reliability in real-world conditions
Package testing - shelf impact, functionality, and brand communication effectiveness
Claims substantiation - how well your product delivers on promises versus competitor claims
Efficacy testing - validation that your product performs as intended against alternatives

This multi-faceted analysis reveals exactly where your product excels or falls short against competitors across every touchpoint that matters to consumers.

Can I compare multiple product variations in one test? Accordion description

Benchmark your products against your top competitors

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Get the competitive intelligence you need to outperform industry standards and protect your market position

We generate reliable competitor analysis, uncover performance gaps, and inform winning product strategies.

Comprehensive competitor analysis

Detailed gap analysis reporting

Real-time performance metrics

How Clorox accelerated product launch readiness

Getting started is simple

Design your test

We ship your products

Collect & analyze

Compare performance against top competitors

Formula Comparison Testing

Market Positioning Analysis

Launch Readiness Assessment

Quality Control Benchmarking

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Find out if your product really stacks up against competitors

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