The Benchmark Illusion: Why Concept Testing Still Fails And The Impact It Leaves Behind

This ebook is in presented by:

Cambri

Cambri is the product development platform for innovators. Advanced consumer insight & iterative testing made fast & simple.

ebook

NPD (New Product Development)
Product Development Research
Innovation Testing
Innovation Research
AI
Artificial Intelligence
Concept Testing

Break Free from Broken Benchmarks: Predict Product Success with AI

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Are outdated benchmarks still guiding your product innovation? Traditional KPIs and benchmarks create a false sense of security — screening in weak concepts while prematurely killing strong ones. The result: missed growth and costly failures.

In this exclusive eBook, Thomas Berthelsen (Head of Managed Services at Cambri) and Nick Graham (former Global Head of Insights & Analytics at Mondelēz & PepsiCo) reveal why benchmarks fall short — and how Cambri’s Launch AI is helping brands predict in-market success with 80%+ accuracy.

What You’ll Learn

Why traditional benchmarks fail to capture the realities of consumer behaviour
How Launch AI combines KPIs, open-ended consumer feedback, and POS data to close the say–do gap
How AI achieves 2.5x stronger correlation with sales outcomes compared to traditional approaches
How to drive real business outcomes and increase the launch success of innovations through AI-powered prediction
Why leading brands are using Cambri to replace outdated concept testing with predictive, actionable insights

Learn More About Cambri