The Context of Normative Data

The Foodfax database of more than 14,000 product evaluations is segmented into over 130 market categories.

Total product scores and norm scores by key product characteristic are published for each category and used to benchmark and interpret the ratings achieved on each new Fast Foodfax product. This provides both a market context and a guideline as to how the new entrant is likely to perform against key competitors.

These norms can be selected by category or across categories, as relevant, for confidential product screening.

Norms now include claimed frequency of purchase, to understand fit in repertoire and likely levels of product pick-up compared with competitors.

We also evaluate levels of consumer category engagement.

The Fast Foodfax normative data provides a rich benchmark for understanding and evaluating the performance of products we test for clients.