The BASES system is built on a simple truth:

Consumers will rarely do exactly what they say they will do; but they will always do something related to what they claim.

By asking consumers what they will do in a very scientific and standardized way, we are able to mathematically define the relationship between consumer claims and consumer behavior.  This core relationship is the foundation of BASES' forecasting models.

Asking the same questions in the same way for over 30 years has also allowed BASES to develop category-specific "endurance benchmarks" for several of the key measures questions asked during every consumer interview. These diagnostic benchmarks can give a good indication of a new product's chance of succeeding in market:

	Over 80% of initiatives that met all five BASES endurance benchmarks succeeded in market.
	Over 80% of initiatives that failed to meet more than one BASES endurance benchmark failed in market.

The goal of the BASES system is to minimize risk and maximize chances for success. BASES' endurance benchmarks give manufacturers one more way to identify the winners early in the game.