How to collect benchmarking data to create valuable reports

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A database is a prerequisite for successful benchmarking. There are several different sources from which meaningful data can be obtained:

1. Primary and secondary data
Primary data is collected by the company itself and may include surveys, interviews, or customer observations. Secondary data refers to existing information from reliable sources, such as industry-specific company studies, market analyses, or publicly available databases.

2. Quantitative and qualitative data
Quantitative data refers to measurable facts and figures, such as sales, market share, customer retention , or production indicators. Qualitative data, on the other hand, is more subjective and describes, for example, customer experience , brand perception , or the quality of customer relationships.

3. Industry comparisons

Industry-specific data reveals other companies' best practices and allows for direct operational comparison with your own company. Market trends and patterns within the industry can be identified.


When selecting sources for benchmarking, it is essential to rely on reliable sources. This includes, in particular, official statistics and reports from independent market research institutes and industry associations. The quality and accuracy of relevant data collection in benchmarking are only guaranteed if the analysis is based on reliable data.

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5 types of benchmarking
Benchmarking is a complex process that can be approached in different ways. While the procedures remain the same, the comparison variables used to validate quality assurance are different.

Benchmarking is generally divided into internal and external. In addition, there are the following types of benchmarking:

1. Competitive benchmarking
Competitive benchmarking serves to position oneself in terms of industry standards. One's products or services are compared with those of the strongest competitors in the market. The goal is to reach or even exceed the quality of the best in class.