Benchmark Testimonials Based on Research
Benchmarking helps consumers decide for or against an offer. To evaluate products, services and companies, very important knowledge can already be drawn from a comparison of the product range, conditions such as delivery costs or costs of returning goods or the price level.
However, a detailed comparison of many offers is very time-consuming. With our benchmarks, we relieve consumers of this work. We compare criteria relevant to consumers and identify the best offers and the best suppliers.
Various Sources of Information in CGG Benchmark Studies
In many cases, the underlying data must be researched ourselves. Very often, relevant information is not available ready-made. In some cases, the CGG country institutes also query companies and manufacturers directly in order to obtain certain data. In any case, information gathered this way is checked for consistency and partially audited.
The comparison gives a variety of insights relevant for the assessment of products and services. For shopping malls, for example, the number of shops and anchor tenants are very important criteria of attractiveness. In waterparks it can be the number and length of water slides and the number of pools.
As a rule, a CGG benchmarking study proceeds as follows:
- Determination of the contents of the study
- Research and selection of products, services and providers to be investigated
- Definition of evaluation and benchmark criteria
- Execution of the research
- Finetuning of the evaluation and benchmark criteria, depending on availability and quality of gathered data
- Evaluation of the results, preparation of the results report
- Announcement of the results to companies involved in the research
Small Print Audits are Part of the Studies
In many benchmarkings, we pay particular attention to the evaluation of regulations in the small print. For example, regulations on the return of goods (e.g. general availability, period, cost of return), on warranty claims etc. can provide relevant insights for a study about online shops.
The different decision criteria of consumers with regard to products, services and companies are taken into account when designing the benchmark studies. A study normally has several main categories and hence allows for various recommendations such as “best offer”, “best price”, “best for families”, “fairest supplier”, etc.
Thus, in case of a good result, companies can use the corresponding test seals to target a certain segment of customers.