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Benchmarking & Head-to-Head · for brands, agencies, media and rights holders
Your segments. Your competitors. On the same scale.
Compare your own segments with each other, and your audience with your competitors’, market by market. Rascasse measures both sides the same way, so a gap on the chart is a difference in the audience, not a difference between two studies.
- Your segments
- Your competitors
- 200+ countries
Used by brands, agencies, media and rights holders
How we compare
You against the whole set. Measured one way.
Comparisons break when each audience comes from a different study. Rascasse builds your segments, your competitors and your markets from the same aggregated behaviour signals, for the same period, so you see where you lead the set and where you trail it.
- Same signals: your audience and the set built from the same data points
- Same period: all audiences from the same data quarter
- Same scale: share, affinity and audience size read the same way
What slows you down
Comparisons that do not compare
Your segments come from one source, competitor data from another, and the numbers never line up.
Two audiences look alike nationally and split apart by region, age or interest.
A competitor set built for one strategy day is out of date by the next planning round.
Comparing one audience across markets usually means commissioning each market again.
Compare your own segments side by side
Core fans against casual fans, younger against older audiences, or the segments your company already works with. We can take over your existing segmentation, so you compare the segments your teams know by name.
- The interests, brands and media that set each segment apart
- The regions and cities where each segment is strongest
- Values and lifestyle, side by side
City ExplorersHome Planners
Fictional example. Segment names and numbers show how the comparison reads.
Classic benchmarking against the competitors that matter
Save your competitors as a benchmark set and use it across the comparison views: who they reach, where they are strong and what their audiences care about. On the Cultural Map, Volkswagen sits next to five other car brands in Germany. For a closer look, put any two audiences head to head.
- Saved sets for your category, league or market
- Benchmarks for demographics, locations, psychographics and the Cultural Map
- Data Point Search and Data Point Comparison: any brand, topic or person across the whole set
- Head-to-Head for one rival: key comparison, regions and cities, Spotlights by theme and the full Portfolio
One audience, country by country
The same comparison works across countries. Nike shows why that matters: in the United States the audience is younger and has a lower share of women than in the UK or Germany, and it is the only one of the three where interest is growing.
- Audience size, age and gender in each country
- Interest year on year, per country
- Regional detail within each country
| Country | Women | Under 30 | Average age | Interest |
|---|---|---|---|---|
| United Kingdom | 51.6 % | 48.1 % | 37.3 | −6.1 % |
| Germany | 55.6 % | 49.0 % | 36.8 | −3.4 % |
| United States | 46.9 % | 57.8 % | 34.0 | +4.0 % |
Rascasse inside Claude, ChatGPT, Copilot and Gemini
Connect Rascasse to your AI assistant through MCP and compare audiences in conversation.
- Works with Claude, ChatGPT, Microsoft Copilot, Gemini and other MCP clients
- Segments, competitors and countries
- Available as part of your agreement, API included
The same audience in three countries:
| Country | Women | Average age | Interest |
|---|---|---|---|
| United Kingdom | 51.6 % | 37.3 | −6.1 % |
| Germany | 55.6 % | 36.8 | −3.4 % |
| United States | 46.9 % | 34.0 | +4.0 % |
The US audience is the youngest of the three, has the lowest share of women, and is the only one growing.
What you get
Comparisons you can act on
Setting up segments first? See Segmentation & Personas. Watching a whole category over time? See Competitive Intelligence.
Start small
Start with a Proof Case
Two of your segments and three competitors compared in one market, with the gaps that matter for your decision. A fixed scope and a fixed price, presented to the people who decide, and credited against the Annual fee if you continue.
Planning rounds do not wait. Know the gaps before the budget is set.
Questions
Before you ask
Can we use our own segments?
Yes. We rebuild your existing segmentation in the Rascasse Solution, so you compare the segments your teams already know. A new segment is usually ready within 24 hours.
What can we compare?
Segments, brands, clubs, media, people, events and topics, in any mix. Your own segment against a competitor’s audience works as well as two segments of your own.
What is a benchmark set?
A saved group of audiences, for example your competitors or your league. Your teams reuse it across the comparison views, so each analysis starts from the same set.
Can we compare countries?
Yes. One audience can be compared across countries by size, age, gender and interest. Regional detail stays within one country.
Where does the data come from?
From AI-based analysis of aggregated digital behaviour signals, not surveys: what people search, follow, watch and listen to, aggregated and anonymous. No panels and no questionnaires.
Is this personal data?
No. We work with aggregated signals only: no names, no e-mail addresses, no individual profiles.
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