Research Topics:

Benchmark Studies | Data Analysis | Market Opportunity Studies | Quantitative Research

Content Type:

Glossary

Baseline Definition

A control source against which you compare the area you're studying. For example, you may compare the results of a study in one state to the results of the nation as a whole. Commonly called a benchmark.

A baseline is the initial measurement or reference point against which future changes or results are compared. In marketing research, the baseline is the starting point for determining change. It is valuable in assessing progress and establishing goals. In many cases, the findings that start from the baseline are a catalyst in change for marketing strategies, goal-settling and desired outcomes.

Who relies on a baseline?

Business professionals like marketing professionals, analysts and decision makers use baselines to measure the starting point of the impact of strategies, campaigns and overall market performance.

Why should I care about a baseline?

Baselines are the starting point for analyzing market, product and service performance. Baseline data is used to measure success, determine trends, set goals and provide evidence for changes in strategies and goals.