ICG's Proprietary Research Methodology

ICG's Proprietary Research Methodology

Slug: `/insights/icg-research-methodology-cpql-benchmarks` Priority: P0 · ~1,800 words Author: ICG Editorial

How ICG produces its benchmark data:

Data collection: Active client CRM data (consultation attendance records with source attribution) + Agency OS dashboard (campaign-level CPQL tracking) + Beacon attribution (multi-touch, 180-day window).

Quarterly refresh process: Q2 2026 data collection: January 1 - June 30, 2026. Active accounts only (accounts with 12+ months of continuous Beacon deployment, Hawk active, and consistent campaign management). Anonymisation: all individual client data anonymised before aggregation — no individual client's data is identifiable in the benchmark publication.

Market median methodology: Derived from: ICG mystery shopping programme (periodic enquiries to competitor clinic and hospital accounts through controlled enquiries), industry benchmark surveys (FICCI, NATHEALTH), and ICG's analysis of publicly available agency case study data.

Quality control: Portfolio medians only (not averages — medians are more robust to outlier accounts). Minimum 4 client accounts per specialty for specialty-level benchmark publication. City-level data: minimum 3 client accounts per city.

Known limitations: ICG's portfolio skews toward urban metro markets and established healthcare brands — the benchmarks may not represent emerging Tier 2 markets or new clinic launches accurately. Seasonal factors are present in the data (Q4 cosmetic demand surge, Q3 IVF counter-seasonality) and are noted where significant.

5 FAQs: How to use ICG's benchmarks for your own CPQL assessment, what to do if your CPQL is above the benchmark, why ICG publishes its benchmark data publicly, how the mystery shopping data is collected ethically, how benchmarks change year over year.