The Most Important Research [That No-One Has the Time to Do]
Benchmarking often gets sidelined, seen as repetitive, resource-heavy, or simply not urgent. But in this article, intO’s Global Strategist, Lalo González, argues it’s the missing link in global product strategy. Drawing on Studio intO’s unique approach, he explains how contextual, on-the-ground benchmarking reveals leapfrogging innovations, exposes competitive gaps, and feeds directly into product and design decision-making. For teams stretched across markets, it’s essential.
