See us at the ESOMAR Innovate conference
Good news! Our Innovation paper on ‘Beyond benchmarking’ has been accepted at the ESOMAR Innovate Conference, held in Copenhagen on 16-18 june. How can scores form a concept tested in Germany be reliably compared to those from the same concept tested in Germany be reliably compared to those from the same concept tested in China? Measured and true concept scores can vary widely between countries due to e.g. cultural response behavior, response styles, time of measurement or consumer innovation profile. Base don a 14-country study covering performance independent of contextual or biasing factors, providing an alternative approach to the often criticized traditional benchmarking of concepts. Kristof De Wulf, managing partner and Filip De Boeck, director innovation research, will be presenting these results. Click here for more information on the ESOMAR innovate conference.