A benchmark means a nail that is driven into the ground so that the surveyor can always measure and compare from a fixed reference point.
The term benchmark was later often used in quality assurance. If a product or service is required to meet certain criteria, then these criteria are taken as a "benchmark" and used to measure whether the products and services supplied meet them.
Benchmarking is now seen as "the search for and application of best practices" (R.C. Camp, 1989). The methodology used (and also applied by The Blue Hour) follows these steps:
By means of a set of questions, a target group is investigated (every respondent always gets the same questions);
Each respondent is individually compared to the target group by means of a benchmark report;
Differences and similarities are analysed so that, based on insight, things can be improved.
The Blue Hour's comparative research focuses on markets and is anonymous. Different organisations are compared to the average in their market (the benchmark is the average) and similarities and differences are analysed on the basis of this information.
The benchmark report prepared by The Blue Hour serves as a substantive discussion document and basis for possible advice by The Blue Hour's clients.
Of course, the content of the benchmark is determined by The Blue Hour's clients. Click here for more information on our approach.