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The pressure is on

Beyond benchmarking

Annelies Verhaeghe, Kristof De Wulf, Niels Schillewaert & Filip De Boeck, InSites Consulting, Belgium

Abstract

How can scores from a concept tested in Germany be reliably compared with those from the same concept tested in China? Measured and true concept scores can widely vary between countries due to e.g. cultural response behavior, response styles, time of measurement or consumer innovation profile. Based on a 14-country study covering Europe, the Americas and Asia-Pacific, the authors have developed a framework for assessing ‘pure’ concept performance independent of contextual or biasing factors, providing an alternative approach to the often criticized traditional benchmarking of concepts.

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Annelies Verhaeghe

- R&D consultant at InSites Consulting
- Expertise & project experience
- R&D
- Methodology and statistics
- Research about research
- New product development
- Internal consultancy
- Educational background
- Experimental psychology
- Master in marketing management

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Kristof De Wulf

- Managing partner and founder of InSites Consulting
- Associate Marketing Professor at the Vlerick Leuven Ghent Management School
- Expertise & project experience
- Product Innovation research
- Brand Management
- Customer Experience Management
- Educational background
- Applied Economics
- Master in Business Administration
- PhD. in applied economics

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Niels Schillewaert

- Managing partner and founder of InSites Consulting
- Asscociate Marketing Professor at the Vlerick Leuven Gent Management School
- Program director MBA Marketing
- Expertise & project experience
- Research methodology
- Web 2.0 research
- Innovation adoption research
- Branding research
- Educational background
- Applied economics
- Master in marketing management
- PhD. in applied economics (Phd. At Penn State University, USA)

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Filip De Boeck

- Director innovation research at InSites Consulting
- Expertise & project experience
- Idea screening, packaging research, pricing research
- Food & beverages
- Educational background
- Applied economics
- Researcher at the Vlerick Leuven Gent Management School

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