Your verdict
Your page is mostly the same.
Most of what your page says, Kantar says too. You're less same than 9 of the 48 services sites scored (services avg 59).
Each named site is scored the same way, against the other 3 in this set, so its tick means the same as your marker. The dashed line is the frozen benchmark average.
More same than average
The average services site scores 59; you scored 67.
You are 8 points more same than the average services site.
Closest overlap: Kantar
Of the 3 sites you named, Kantar echoes the most of what your page says. Scored the same way against the rest of the set, Kantar sits at 64.
Kantar is the competitor you sound most like.
Room to own more
15% of your claim space is ownable: unique, relevant, and hard to copy. 1 of those claims sits in body copy, where few readers reach it.
15% is ownable, and 1 buried opportunity could help you stand out more.
Three changes worth testing first.
Chosen by rule from the comparison with Kantar, Nielsen and C Space: the shared claim taking your most prominent space, then the claims only you make that sit too low on the page to be read. Each one links to its claim card.
- “How to build trust in the AI era”
Kantar, Nielsen and C Space all say it too. Buyers may still need it, but shared ground cannot carry your hero — move it lower and give that space to something only you can say.
Table stakesMost of the set says this too. - “Ipsos' KnowledgePanel: The Gold Standard in Online Research Panels”
Nobody in the set says this. It sits in body copy, where few readers reach it — worth testing higher up the page; only buyers can tell you whether it lands.
SurfaceYours alone. Test it higher up. - “to help the world make better decisions”
Keep the fact, lose the position: kantar, Nielsen and C Space all say it too, and your section is spending its first impression on the same territory as theirs.
Table stakesMost of the set says this too.
Try these changes, then test them with real buyers.
This measures overlap. Whether buyers notice is a different question, and only they can answer it.
What you can own
Claims only you make, that buyers weigh, and that competitors can’t easily copy.
15% of your page’s claim space is yours to keep.
Why this is not 100 minus the Sameness Index
The index is a weighted composite across six categories, including page structure and visuals. This bar is measured on your claims alone, weighted by where each one sits on the page. Different denominators, so the two never add to 100 and are not meant to.
Already leading with · 1
- Large global client base (5,000+ clients)
“5,000+ clients in the world”
Buried in body copy · 1
- Panel methodology is the industry gold standard
“Ipsos' KnowledgePanel: The Gold Standard in Online Research Panels”
Where you blend in
Territory you spend prominent space on that the set also occupies. Not every line is one to delete — the question is whether it has earned the space, or whether something only you can say should be there instead.
- Commodity · 100%Table stakesHeroAI-powered platform and AI expertise
- “How to build trust in the AI era”
Kantar, Nielsen and C Space all cover this territory. Buyers may need to hear it, but in your hero it spends the first impression on shared ground. Nobody else uses your exact words, but everyone is on the ground. Nobody else makes this exact claim, but everyone occupies the territory — lead with the specific, not the generic.
They say- Kantar“All powered by the Kantar IntelligenceEngine”
- Nielsen“AI-driven insights”
- C Space“We've spoken with 1,500+ consumers to decode shifting mindsets in the age of agentic AI”
- Commodity · 100%Table stakesSectionbetter, more confident decisions
- “to help the world make better decisions”
Common ground with Kantar, Nielsen and C Space. Say it if buyers need it — lower on the page, where it is not the thing they read first.
They say- Kantar“We provide the signals that help organisations act quickly and confidently”
- Nielsen“Nielsen turns media complexity into clarity”
- C Space“We change what our clients do, not just what they know”
- Commodity · 67%KeepSectioncategory leader / essential partner
- “Ipsos is one of the world's leading market research companies”
Kantar and C Space say what they are and who they are for, as every page in a category must. Keep it — it is orientation, not differentiation.
They say- Kantar“Kantar leads the way in human understanding”
- C Space“the world's leading insight community, customer strategy and innovation agency”
- Commodity · 67%Table stakesSectiondata you can trust
- “We deliver reliable information for a true understanding of Society, Markets and People”
Kantar and Nielsen make the same claim (67% of the set). It cannot set you apart, so it should not carry the section.
They say- Kantar“Get trusted answers from your customers and non-customers”
- Nielsen“our global panels provide critical data validation and ensure representation”
- Commodity · 67%Table stakesSectionlarge customer base and global scale
- “A global presence with 90 markets”
- “5,000+ clients in the world”
You say this 2 different ways.
A buyer comparing tabs sees this on Kantar and Nielsen too (67% of the set). Yours earns nothing by repeating it up top; it can live lower down.
They say- Kantar“Global scale, local relevance”
- Nielsen“Our passionate workforce drives a better media future across 57 countries”
- Commodity · 67%Table stakesSectionproprietary large-scale data assets
- “6M+ authenticated, proprietary panelists”
Kantar and Nielsen got here first as far as a buyer can tell. Keep the fact for readers who need it; move the position to a claim only your page can make.
They say- Kantar“Kantar collects billions of insights on how consumers think and act every single year”
- Nielsen“750K+ people around the world participate in our panels”
Claim-by-claim evidence
Every claim on your page (11)
What the columns mean
- Claim
- The grouped claim, then your exact line beneath it.
- Type
- What kind of claim it is: category, segment, outcome, capability, quality or proof.
- Placement
- Where it sits on your page: hero, section or body copy. Hero claims weigh most in the index.
- Same claim
- Share of the competitors making this exact claim. Drives ownership and ownable share.
- Same territory
- Share of the competitors with any claim in the same buyer-facing territory. This is what the index is scored on.
- Sayability
- Whether a competitor could truthfully make the same claim: anyone could, copyable with effort, or hard to copy.
- Relevant
- Whether buyers decide on this. A unique claim nobody buys on is not ownable.
- Ownership
- Commodity: 60% or more of the set says it. Contested: 20–59%. Unique: under 20%, owned when it is also hard to copy.
Tap a column to sort by it; tap again to reverse. Sorted by Same claim, highest first.
Category leader in market research/insights “Ipsos is one of the world's leading market research companies” | category | Section | 67% | 67% | Anyone could say it | Yes | Commodity |
Global footprint across many countries “A global presence with 90 markets” | proof | Section | 67% | 67% | Copyable with effort | Yes | Commodity |
Delivers reliable, trustworthy data and understanding “We deliver reliable information for a true understanding of Society, Markets and People” | outcome | Section | 33% | 67% | Anyone could say it | Yes | Contested |
Helps clients make better, confident decisions “to help the world make better decisions” | outcome | Section | 33% | 100% | Anyone could say it | Yes | Contested |
Large proprietary verified consumer panel “6M+ authenticated, proprietary panelists” | proof | Section | 33% | 67% | Copyable with effort | Yes | Contested |
Guidance on building trust in the AI era “How to build trust in the AI era” | capability | Hero | 0% | 100% | Anyone could say it | No | Unique for now |
Large global client base (5,000+ clients) “5,000+ clients in the world” | proof | Section | 0% | 67% | Copyable with effort | Yes | Unique and owned |
Award-winning foresight/thought-leadership publication “What The Future is Ipsos' award-winning foresight magazine” | proof | Body | 0% | 0% | Anyone could say it | No | Unique for now |
Consulting arm ranked among world's best repeatedly “Ipsos Strategy3 recognized as one of the World's Best Management Consulting Firms 2026” | proof | Body | 0% | 0% | Copyable with effort | No | Unique and owned |
Panel methodology is the industry gold standard “Ipsos' KnowledgePanel: The Gold Standard in Online Research Panels” | quality | Body | 0% | 67% | Copyable with effort | Yes | Unique and owned |
Short recurring briefings for business leaders “Ipsos Data Drops 2026: three-minute briefings on what business leaders need to know” | capability | Body | 0% | 67% | Anyone could say it | No | Unique for now |
- Category leader in market research/insights“Ipsos is one of the world's leading market research companies”categorySectionsame claim 67%same territory 67%Anyone could say itCommodityAlso on Kantar, C Space
- Global footprint across many countries“A global presence with 90 markets”proofSectionsame claim 67%same territory 67%Copyable with effortCommodityAlso on Kantar, Nielsen
- Delivers reliable, trustworthy data and understanding“We deliver reliable information for a true understanding of Society, Markets and People”outcomeSectionsame claim 33%same territory 67%Anyone could say itContestedAlso on Kantar
- Helps clients make better, confident decisions“to help the world make better decisions”outcomeSectionsame claim 33%same territory 100%Anyone could say itContestedAlso on Kantar
- Large proprietary verified consumer panel“6M+ authenticated, proprietary panelists”proofSectionsame claim 33%same territory 67%Copyable with effortContestedAlso on Nielsen
- Guidance on building trust in the AI era“How to build trust in the AI era”capabilityHerosame claim 0%same territory 100%Anyone could say itnot a buying criterionUnique for now
- Large global client base (5,000+ clients)“5,000+ clients in the world”proofSectionsame claim 0%same territory 67%Copyable with effortUnique and owned
- Award-winning foresight/thought-leadership publication“What The Future is Ipsos' award-winning foresight magazine”proofBodysame claim 0%same territory 0%Anyone could say itnot a buying criterionUnique for now
- Consulting arm ranked among world's best repeatedly“Ipsos Strategy3 recognized as one of the World's Best Management Consulting Firms 2026”proofBodysame claim 0%same territory 0%Copyable with effortnot a buying criterionUnique and owned
- Panel methodology is the industry gold standard“Ipsos' KnowledgePanel: The Gold Standard in Online Research Panels”qualityBodysame claim 0%same territory 67%Copyable with effortUnique and owned
- Short recurring briefings for business leaders“Ipsos Data Drops 2026: three-minute briefings on what business leaders need to know”capabilityBodysame claim 0%same territory 67%Anyone could say itnot a buying criterionUnique for now
How this was calculated
Sameness measures how much your claims overlap with the sites compared. It does not measure message quality or whether buyers prefer you.
AI-analyzed: an AI read each page on its own and grouped the claims that say the same thing. No score here was written by a model — every number is computed from those groupings in our own code, with the weights below.
How the score is built
| Category | Weight | Yours | What a high score means |
|---|---|---|---|
Messaging Category framing, who it is for, and the outcome promised | 30% | 78 | The most expensive kind of sameness. A buyer cannot tell what job you do that the others do not. |
Claims Attribute and benefit claims — speed, ease, quality, ROI | 30% | 67 | Every shared claim is a line already read on another tab. Cut the ones nobody owns and spend the space on something they cannot. |
Features Capabilities and functions the page lists | 15% | 94 | Expected in a mature category, and the least alarming of the six. Feature parity is normal; leading with it is the mistake. |
Proof The kinds of evidence offered: customer logos, numbers, testimonials, case studies, badges | 10% | 30 | Same kinds of proof as everyone means the proof stops working as proof. It is scored on the kind of evidence, not on which customers are named. |
Structure Section order, navigation, CTA language and placement | 10% | 33 | The generic SaaS template — hero, logos, three-feature grid, testimonial, CTA. Familiar is not the same as memorable. |
Visual Palette family, imagery style, layout patterns | 5% | 59 | Weighted lowest on purpose: buyers rarely decide on this. Worth knowing, rarely worth fixing first. |
Each site was read on its own first, with no knowledge of the others, so your page gets no benefit of the doubt a competitor’s does not. A category nothing could be measured for drops out and the rest are re-weighted, rather than counted as zero.
What we compared (4 pages read)
What it cannot tell you
The index can find where two pages converge. It cannot say whether a buyer would notice, or which of your reasons to buy actually land. A single check also moves several points between runs, so read the band and the ranking, not the last digit.
Your highest-impact changes
- 1Table stakesYour hero copy says “How to build trust in the AI era”.
Kantar, Nielsen and C Space all say it too. Buyers may still need it, but shared ground cannot carry your hero — move it lower and give that space to something only you can say.
- 2Table stakesYour section copy says “to help the world make better decisions”.
Keep the fact, lose the position: kantar, Nielsen and C Space all say it too, and your section is spending its first impression on the same territory as theirs.
- 3Table stakesYour section copy says “We deliver reliable information for a true understanding of Society, Markets and People”.
This is the set's common ground — Kantar and Nielsen say it too (67% of the set). It will not set you apart wherever it sits, and in the section it costs you the one place a distinctive claim would be read.
- 4Table stakesYour section copy says “A global presence with 90 markets”.
A buyer with three tabs open reads a version of this on every one of them. Say it further down for the readers who need it; the section should carry a claim they will only find here.
- 5Table stakesYour section copy says “5,000+ clients in the world”.
True of you and true of them: Kantar and Nielsen say it too (67% of the set). That is why it decides nothing, and why the section is the wrong place to spend it.
- 6Table stakesYour section copy says “6M+ authenticated, proprietary panelists”.
In the section: Kantar and Nielsen say it too (67% of the set). Buyers may still need it, but shared ground cannot carry your section — move it lower and give that space to something only you can say.
- 7Table stakesYour body copy says “Ipsos' KnowledgePanel: The Gold Standard in Online Research Panels”.
In the body: Keep the fact, lose the position: kantar and Nielsen say it too (67% of the set), and your body is spending its first impression on the same territory as theirs.
- 8Table stakesYour body copy says “Ipsos Data Drops 2026: three-minute briefings on what business leaders need to know”.
In the body: True of you and true of them: Nielsen and C Space say it too (67% of the set). That is why it decides nothing, and why the body is the wrong place to spend it.
- 9Surface“Ipsos' KnowledgePanel: The Gold Standard in Online Research Panels” is yours alone, and buyers weigh it.
Nobody in the set says this. It sits in body copy, where few readers reach it — worth testing higher up the page; only buyers can tell you whether it lands.
The only way to know if it matters.
This report can tell you where your messaging overlaps. It cannot tell you whether a buyer would care, or which of your reasons to buy actually land. Put the page in front of real B2B buyers in your target market and ask them.
