---
title: The Benchmark Illusion
description: The Benchmark Illusion
---

[Resources ](https://www.cambri.io/resources)

# [The Benchmark Illusion](https://www.cambri.io/resources/the-benchmark-illusion)

 Written by [Cambri](https://www.cambri.io/resources/author/cambri) | Sep 16, 2025 1:30:23 PM

 

# **Break Free from Broken Benchmarks: Predict Product Success with AI**

Are outdated benchmarks still guiding your product innovation?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- Why leading brands are using Cambri to replace outdated concept testing with predictive, actionable insights

# **Expert Insights Inside**

💬 *“The innovation analysis we ran at PepsiCo showed that weighted rate of sales and repeat rate were the two biggest predictors of a ‘sticky’ innovation. You can buy trial with advertising, promotion and distribution… but if consumers aren’t organically coming back, it won’t stick around.”* — **Nick Graham**

💬 *“Teams often believe beating a benchmark means guaranteed success, but that’s not always the case. Concepts are designed to win tests, not to win over consumers in real life.”* — **Nick Graham**

# Why Download This eBook?

- Learn how AI transforms concept testing into a growth engine
- Discover how to identify winners earlier and avoid costly launch mistakes
- Explore practical strategies from Cambri’s experts and global brand leaders
- Move beyond benchmarks toward insights grounded in real-world consumer behaviour

📥 Complete the form below to download your complimentary copy of the eBook!

 

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