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How to Enhance Community Testing Initiatives Using Benchmarking

Written by Alexandra Crossley

Published October 03, 2023

Take your analytics and dashboards to the next level by leveraging benchmarks across products and metrics.

Since Alida customers continue to push boundaries around the methodologies they leverage and business impact they deliver, Communities use cases are as diverse as they’re numerous.

Because of the continuous nature of this approach, much of the research our customers undertake revolves around testing and validation. Just to mention a few:

  • Testing new concepts to de-risk product launches
  • Pre-testing advertising campaigns to ensure effectiveness
  • Iterating UX feature ideas to optimize digital experiences

Testing ideas before launching allows brands to gather feedback to better understand how appealing they might be and what could improve their commercial returns. The process ultimately saves businesses valuable time and resources by stopping them from developing things that won’t resonate. More often than not, this is done via surveys that capture appeal metrics (purchase intent, NPS) and across key dimensions (uniqueness, brand fit, ease of understanding).

Looking at the results for these surveys in isolation will only get you so far. Using repeatable templates for your testing allows you to create internal benchmarks. Benchmarks are standards that allow you to identify goals, relative performance, and measure it against key metrics over time, previous concepts, or even competitor outputs. They help answer important questions like ‘does this concept meet the gold standard required for products in this category?’ or ‘in comparison with other content on our platform, will this ad drive greater purchase intent?’. Ultimately, internal benchmarking allows you to establish what ‘good’ looks like for your specific product and category.

Creating benchmarks supercharges your insights. These are tangible benefits:

  1. Benchmarks add a layer of contextual understanding and relative performance: Assess how well a concept performs next to other concepts. Access deeper insights into whether your concept is competitive within its category or target audience.
  2. Benchmarks help you identify thresholds and set targets: Benchmarking can help you set realistic goals and expectations for your concepts. You can establish threshold scores for your categories and go-or-no-go standards.
  3. Align stakeholders and create persuasive arguments using benchmarks: Benchmarking data can make your recommendations to stakeholders more persuasive. It also provides an objective basis for discussing the strengths and weaknesses of your concept.
  4. Spot trends and identify iterative improvements. 

By reviewing benchmarks you can identify the metrics under which your concepts fall short or excel. This helps you identify what needs to be addressed with additional resources or which strengths should be dialed up in marketing communications.

How can Alida’s product suite help

Alida has recently upgraded their dashboards and analytics. Now it’s possible to leverage an average score across all products and metrics, automating previously manual processes and saving you time and effort. 

New features allow you to combine datasets and apply advanced calculations, all delivered via dynamic visualizations. In the context of benchmarking, this means being able to pull through the key metrics of any item tested into a table, create top 2 box scores, calculate an average score, and significance-test the results.

Easy-to-use filter panels enable you to quickly update results for your key audiences, or filter by category or product type to unveil more about the nature of the appeal to the intended audience. 

With Alida Analytics, stay up-to-date with the trends and progress of your CX programs. We’ll show you how.


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