Knowing how your product stacks up against the competition isn’t just useful — it’s essential. Whether you’re preparing for a retailer sell-in conversation or shaping your internal innovation pipeline, Highlight gives you a deep, in-context understanding of how your product and key competitors perform across the metrics that matter most. With both individual scorecards and head-to-head comparisons, you’ll walk away knowing exactly where you win, where you lose, and why.

## Key Questions Addressed

- How does my product compare to new players emerging on the shelf?
- I need head to head data for a retailer sell-in conversation.
- How does my product perform against key competitors, which is preferred in each of the spaces, and why?

## Common Outcomes

- Benchmark building via modular approach
- Scorecard: clear understanding of performance of product against key competitors in the space today
- Penalty analysis: to identify how your moderate & critical penalties stack up against your competitors
- A head to head forced choice comparison with key competitors (if sequential monadic)
- Open-ended feedback to support a thematic story

## Methodology Guide

### Quick Hits

- Quantitative
- N=100+ per product recommended
- Monadic or Sequential Monadic
- ~3 weeks turnaround (ship to results)

**Typical audience:** category purchasers or relevant product users  
_For more information on designing your audience and sample size, see_ **[here](/content/help/audience-sample-size/index.html)** _._

### Standard Inputs (Highlight Blueprint)

- Overall Liking
- JAR scales for key sensory / product attributes
- Comment on Likes
- Comment on Dislikes
- Head-to-Head Preference (if sequential monadic)
- Purchase Intent

_\+ Can add from any of our available / recommended questions and/or write your own_

**Stimuli:** physical product samples of your product and competitor products sent to participants

### Standard Outputs

- Competitive scorecard with statistical significance testing across all products
- Penalty Analysis comparing moderate & critical penalties across your product and competitors
- Head-to-head forced choice results (if sequential monadic)
- Summary of key themes from open-ended questions to support a thematic story
- Data visualization for all survey questions
- Crosstabs with customizable banners + statistical significance testing

_Reach out to your Customer Enablement rep if you have any questions about leveraging Highlight for this use case!_

Still need help? [Browse the Help Center](/content/help/index.html).