Beyond benchmarking - concept performance across countries

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.

Beyond benchmarking – concept performance across countries

Annelies VerhaegheInSites Consulting, Belgium

Kristof De Wulf and Niels SchillewaertInSites Consulting; and Marketing, Vlerick Leuven Gent Management School, Belgium

Filip De BoeckInnovation Research, InSites Consulting, Belgium


Innovation is more than ever a key differentiator in the marketplace, critical for the future prosperity of companies and taking up ever increasing amounts of corporate spending (Cohen, Eliashberg and Ho, 2000). A recent study of the Boston Consulting Group (2007) including the responses from 2,468 senior executives in 58 countries revealed that 66% included innovation in their top three strategic...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands