Read at Medium
When re-designing a product or application, team members might have different understandings of what that means. The quote "[Data] gains its meaning from the comparison" led to a breakthrough that the argument should be focused on making the design better than before, rather than convincing the team it is great. Benchmarking can help with this by offering a comparison point for qualitative research.
"[Data] gains its meaning from the comparison."
Qualitative user research offers insights, but lacks an easy comparison point. Benchmarking provides a way to measure performance against a meaningful standard. Quantitative research allows for looking at metrics at two points and making statements about performance improvement.
UX benchmarking evaluates a product's user experience using metrics to gauge performance against a meaningful standard.