You're in a leadership meeting. The concept test result hits the screen. 65% appeal. Heads turn to you. "Is that good?"

Every FMCG marketer has had this moment. The score is on the chart, the comparison between concepts is clear, but the question that decides everything is the one with no clean answer. Is 65% a green light, an amber, or a quiet warning?

That's the gap Stickybeak benchmarks close. Every qualifying test shows your score, the Stickybeak benchmark, and the gap between them. So you can tell at a glance whether your result is strong, average, or below par compared to other tests run the same way.

Confidence with context

A benchmark is a reference point. Not a verdict.

When you see a 65% appeal score with the Stickybeak benchmark sitting at 69%, you instantly know how you stack up against other FMCG brands.

The result is more context, faster decisions, easier internal sign-off, and fewer last-minute messages to your Marketing Success Partner asking "is this any good?" You walk into the retailer pitch, the NPD gate, or the leadership review with a number and the context to defend it.

How to read a benchmarked result

Three things on every benchmarked chart:

• Your score, big and central
• The Stickybeak benchmark for that question, shown alongside as a reference line
• The gap between them, called out so you don't have to do the maths

Hover over the benchmark marker on the donut chart to see the benchmark score as a tooltip - so the comparison is right there as you're reading your results.

What if my score is below benchmark?

It's a prompt to look harder at the rest of the result. Not a pass-fail line.

The more useful question is whether being below average is good enough for what you're trying to do, and whether the verbatim responses point to specific things you could improve. A below-benchmark score with strong verbatim might be a refinement away from a strong concept. A below-benchmark score with flat verbatim is telling you something more fundamental about the idea.

Use the benchmark as a starting point for a sharper conversation, not as the end of one. Your Marketing success partner can help you read it.

Where to find benchmarks?

Benchmarks are currently available on appeal, uniqueness and purchase intent questions, found in the the following tests:

• New concept test (standard and advanced)
• Category review
• Single pack design
• Local product fit

Benchmarks are only published once our the dataset crosses our reliability threshold of 10,000 + respondent answers

Why can’t I see benchmarks on some tests?

Customised questions sit outside the benchmark by design, and that's a feature for you. You can keep tailoring questions to your brief without worrying about losing the rest of the test. The trade-off is that a customised question won't have a benchmark on the chart, because the comparison wouldn't be like for like.

Price check stays context-led for the same reason. Pricing depends so much on the product, market and price point that a global benchmark would point you in the wrong direction. The right answer is in the test itself.

Benchmarks will continue to be refreshed and added to the Stickybeak platform. 

Try it on your next test

Benchmarks are already live on every qualifying test in your account. If your most recent concept, pack or product test sits within the eligible templates, the benchmark is already on the chart, waiting. 

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