Sameness Index · 5 sites compared

Your page scores 55 out of 100 for sameness against the 4 competitors you named.

https://www.vansonbourne.com/

Share score cardDownload as markdown
01

Your verdict

55
Sameness · vs 4 named
How is this calculated?

Your page is half shared.

About half of what your page says, Sapio Research also says. You're less same than 6 of the 8 Market research platforms sites scored (category avg 67).

Benchmarked against Market research platforms (inferred from the competitors you named).
Sameness Index on a 0 to 100 scale, from distinctive at 0 to interchangeable at 100. This page scores 55. Sapio Research scores 70. censuswide.com scores 69. B2B International scores 59. Wynter scores 47. The category avg is 67.

Each named site is scored the same way, against the other 4 in this set, so its tick means the same as your marker. The dashed line is the frozen benchmark average.

  1. Less same than average

    The average Market research platforms category leader scores 67; you scored 55.

    You are 12 points less same than the average Market research platforms category leader.

  2. Closest overlap: Sapio Research

    Of the 4 sites you named, Sapio Research echoes the most of what your page says: 70% of it, weighted by placement. Scored the same way you were, against the rest of the set, Sapio Research's own Sameness Index is 70. Those are different measures: the first is overlap with your page, the second is how same Sapio Research's whole page is.

    Sapio Research is the competitor you sound most like.

  3. Little to own yet

    No claim on your page is unique, relevant to a buying decision and hard to copy all at once.

    Nothing yet passes all three ownership tests.

Do this first

Three changes worth testing first.

Chosen by rule from the comparison with Sapio Research, censuswide.com, B2B International and Wynter: 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.

  1. “Stronger insights. Smarter strategy.”

    Sapio Research, censuswide.com, B2B International and Wynter 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 stakes
    Most of the set says this too.
  2. “Understand your customers with brand research”

    Keep the fact, lose the position: sapio Research, censuswide.com, B2B International and Wynter all say it too, and your section is spending its first impression on the same territory as theirs.

    Table stakes
    Most 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.

Test it with real buyers
02

What you can own

Claims only you make, that buyers weigh, and that competitors can’t easily copy.

0% of your page’s claim space is yours to keep.

0%Yours to keep21%Unique but weak79%A competitor says it too
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 · 0

Nothing owned sits at hero or section level yet.

Buried in body copy · 0

Nothing buried. Every claim you own is already above body copy.

03

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 stakesHero
    Research leads to better business decisions
    • “Stronger insights. Smarter strategy.”

    Sapio Research, censuswide.com, B2B International and Wynter all cover this territory. Buyers may need to hear it, but in your hero it spends the first impression on shared ground.

    They say
    • Sapio Research“Understand your market, Grow distinctive brands, Cut through the noise”
    • censuswide.com“shapes impactful business decisions”
    • B2B International“We help ambitious B2B organizations understand customers, strengthen brands, identify growth opportunities and make confident business decisions”
    • Wynter“Test the options with your actual buyers and walk into the next meeting with scores and verbatims”
  • Commodity · 100%KeepHero
    Specialises in B2B/tech research audiences
    • “We are leading innovators in client-centric B2B research solutions”

    Sapio Research, censuswide.com, B2B International and Wynter all 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
    • Sapio Research“We're experts in Technology & B2B market research”
    • censuswide.com“B2B / Corporate research services”
    • B2B International“The B2B Market Research Company”
    • Wynter“Market research for B2B tech marketers”
  • Commodity · 100%Table stakesSection
    Broad range of research methods and services
    • “Understand your customers with brand research”
    • “Tailored-to-tech research solutions”
    • “Map the landscape with market insight research”
    • “Perfect your positioning with comms testing”
    • “Qualitative research: Conversations that uncover the why behind the what”
    • “Quantitative research: Robust, representative data to drive your decision-making”
    • “Maturity models: Dive deeper into your data with bespoke segmentation modelling”
    • “Engage your audience with thought leadership”

    You say this 8 different ways.

    Common ground with Sapio Research, censuswide.com, B2B International and Wynter. Say it if buyers need it — lower on the page, where it is not the thing they read first.

    They say
    • Sapio Research“Brand Research: Test and evaluate the power of your brand”
    • censuswide.com“Learn about our specialised research services, range of methodologies, and the sectors we have access to”
    • B2B International“end-to-end solution for product, proposition and pricing research”
    • Wynter“Baseline awareness, consideration, and perception against your competitive set”
  • Commodity · 100%Table stakesSection
    Named customers and case studies as proof
    • “Some of the brands we've worked with”
    • “Real-life results from our B2B technology market research”

    You say this 2 different ways.

    Sapio Research, censuswide.com, B2B International and Wynter make the same claim. It cannot set you apart, so it should not carry the section.

    They say
    • Sapio Research“Trusted by Visa, Intuit Mailchimp, Workday, Cisco, Slack, Kaspersky, ABB, DocuSign, McAfee, Paysafe, Fortinet, Snowflake, Riverbed, Fiverr, Arm”
    • censuswide.com“Case studies with clients including BDO, Bitdefender, CISCO, Mayor of London/Ogilvy, DfE, British Lung Foundation”
    • B2B International“Trusted By Global Companies”
    • Wynter“B2B marketing leaders at 1,872 B2B companies use Wynter”
  • Contested · 50%SharpenHero
    Acts as a partner, not a vendor
    • “We are an expert partner to our clients, helping drive their business forward”

    Sapio Research and censuswide.com are on this territory too (50% of the set). It narrows the field without winning it — make it specific enough that it cannot be said of them.

    They say
    • Sapio Research“Do it all with Sapio Research, your market research partner with an in-house feel”
    • censuswide.com“YOUR INSIGHT PARTNERS”
  • Contested · 25%SharpenSection
    Proprietary respondent panel access
    • “Community: Access the voice of the customer through our exclusive tech expert community”

    Shared with Wynter. Sharpen it to the thing only you do here, or it reads as a claim any of you could make.

    They say
    • Wynter“Proprietary network of 86,000+ B2B professionals”
  • Contested · 25%SharpenSection
    Quantified client results and satisfaction stats
    • “9 in 10 clients would recommend us”

    Wynter is on this territory too (25% of the set). It narrows the field without winning it — make it specific enough that it cannot be said of them. 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
    • Wynter“Wynter helped Appcues improve their conversion rate by 73% by getting to messaging that resonates”
04

Claim-by-claim evidence

Every claim on your page (24)
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.

  • Specialist in B2B / tech market research
    “We are leading innovators in client-centric B2B research solutions”
    categoryHerosame claim 100%same territory 100%Anyone could say it
    Commodity
    Also on Sapio Research, censuswide.com, B2B International, Wynter
  • Research leads to better business decisions
    “Stronger insights. Smarter strategy.”
    outcomeHerosame claim 75%same territory 100%Anyone could say it
    Commodity
    Also on censuswide.com, B2B International, Wynter
  • Brand research and tracking offered
    “Understand your customers with brand research”
    capabilitySectionsame claim 75%same territory 100%Anyone could say it
    Commodity
    Also on Sapio Research, B2B International, Wynter
  • Recognizable brands as clients
    “Some of the brands we've worked with”
    proofSectionsame claim 75%same territory 100%Copyable with effort
    Commodity
    Also on Sapio Research, B2B International, Wynter
  • Acts as a partner, not a vendor
    “We are an expert partner to our clients, helping drive their business forward”
    qualityHerosame claim 50%same territory 50%Anyone could say it
    Contested
    Also on Sapio Research, censuswide.com
  • Thought leadership research offered
    “Engage your audience with thought leadership”
    capabilitySectionsame claim 50%same territory 100%Anyone could say it
    Contested
    Also on Sapio Research, B2B International
  • Case studies showing real client results
    “Real-life results from our B2B technology market research”
    proofSectionsame claim 25%same territory 100%Anyone could say it
    Contested
    Also on censuswide.com
  • Custom, end-to-end research approach
    “Tailored-to-tech research solutions”
    capabilitySectionsame claim 25%same territory 100%Anyone could say it
    Contested
    Also on B2B International
  • High volume of research programmes rungrouping uncertain
    “100+ global research programmes per year”
    proofSectionsame claim 25%same territory 25%Copyable with effortnot a buying criterion
    Contested
    Also on B2B International
  • Market and opportunity sizing research offered
    “Map the landscape with market insight research”
    capabilitySectionsame claim 25%same territory 100%Anyone could say it
    Contested
    Also on B2B International
  • Messaging/communications testing offered
    “Perfect your positioning with comms testing”
    capabilitySectionsame claim 25%same territory 100%Anyone could say it
    Contested
    Also on Wynter
  • Owns a proprietary respondent community/panel
    “Community: Access the voice of the customer through our exclusive tech expert community”
    capabilitySectionsame claim 25%same territory 25%Hard to copy
    Contested
    Also on Wynter
  • Qualitative/interview research offered
    “Qualitative research: Conversations that uncover the why behind the what”
    capabilitySectionsame claim 25%same territory 100%Anyone could say it
    Contested
    Also on Wynter
  • Quantitative survey research offered
    “Quantitative research: Robust, representative data to drive your decision-making”
    capabilitySectionsame claim 25%same territory 100%Anyone could say it
    Contested
    Also on Wynter
  • Segmentation modelling offered
    “Maturity models: Dive deeper into your data with bespoke segmentation modelling”
    capabilitySectionsame claim 25%same territory 100%Anyone could say it
    Contested
    Also on B2B International
  • Testimonial: data and analysis quality exceeded expectations
    “The quality of both the data and the analysis exceeded our expectations”
    proofBodysame claim 25%same territory 50%Anyone could say itnot a buying criterion
    Contested
    Also on Sapio Research
  • Testimonial: responsive and flexible team
    “The team was responsive, collaborative, and flexible throughout the project”
    proofBodysame claim 25%same territory 50%Anyone could say itnot a buying criterion
    Contested
    Also on Sapio Research
  • Testimonial: rigorous analysis gave confidence
    “Their expertise in surveying senior decision-makers, combined with their rigorous approach to analysis, gave us real confidence in the findings”
    proofBodysame claim 25%same territory 50%Anyone could say itnot a buying criterion
    Contested
    Also on Sapio Research
  • Testimonial: understood our objectives deeply
    “The team took the time to really understand our business and brought forth a comprehensive research study and resulting report that more than hit the mark”
    proofBodysame claim 25%same territory 50%Anyone could say itnot a buying criterion
    Contested
    Also on Sapio Research
  • Additional value/resources beyond the research
    “Unlock even more value from your B2B research”
    outcomeSectionsame claim 0%same territory 0%Anyone could say itnot a buying criterion
    Unique for now
  • Client satisfaction/recommendation statistics
    “9 in 10 clients would recommend us”
    proofSectionsame claim 0%same territory 25%Anyone could say it
    Unique for now
  • Content design and data visualization services
    “Content design: Bring your data to life in distinctive ways”
    capabilitySectionsame claim 0%same territory 0%Anyone could say itnot a buying criterion
    Unique for now
  • Copywriting of research findings offered
    “Copywriting: Clear and effective communication of your research findings, no matter the medium”
    capabilitySectionsame claim 0%same territory 0%Anyone could say itnot a buying criterion
    Unique for now
  • Event speaking services offered
    “Event speaking: Share insights, provoke discussion, build engagement”
    capabilitySectionsame claim 0%same territory 0%Anyone could say itnot a buying criterion
    Unique for now
05

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
The six category scores, their weights, and what a high score in each one means
CategoryWeightYoursWhat a high score means
Messaging
Category framing, who it is for, and the outcome promised
30%77The 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%50Every 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%69Expected 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%30Same 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%19The 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%28Weighted 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 (5 pages read)
Your page
Vanson Bourne
vansonbourne.com
Competitor
Sapio Research
sapioresearch.com
Competitor
censuswide.com
censuswide.com
Competitor
B2B International
b2binternational.com
Competitor
Wynter
wynter.com
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

  1. 1
    Table stakesYour hero copy says “Stronger insights. Smarter strategy.”.

    Sapio Research, censuswide.com, B2B International and Wynter 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.

  2. 2
    Table stakesYour section copy says “Understand your customers with brand research”.

    Keep the fact, lose the position: sapio Research, censuswide.com, B2B International and Wynter all say it too, and your section is spending its first impression on the same territory as theirs.

  3. 3
    Table stakesYour section copy says “Real-life results from our B2B technology market research”.

    This is the set's common ground — Sapio Research, censuswide.com, B2B International and Wynter all say it too. 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.

  4. 4
    Table stakesYour section copy says “Tailored-to-tech research solutions”.

    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.

  5. 5
    Table stakesYour section copy says “Map the landscape with market insight research”.

    True of you and true of them: Sapio Research, censuswide.com, B2B International and Wynter all say it too. That is why it decides nothing, and why the section is the wrong place to spend it.

  6. 6
    Table stakesYour section copy says “Perfect your positioning with comms testing”.

    In the section: Sapio Research, censuswide.com, B2B International and Wynter all say it too. 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.

  7. 7
    Table stakesYour section copy says “Some of the brands we've worked with”.

    In the section: Sapio Research, censuswide.com, B2B International and Wynter all say it too. 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.

  8. 8
    Table stakesYour section copy says “Engage your audience with thought leadership”.

    In the section: Sapio Research, censuswide.com, B2B International and Wynter all say it too. 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.

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.

Test it with real buyers
Trusted by
HubSpotRingCentralShopifyCognismPaddleVeeamRipplingMiro