International Survey Research has a funny marketing blurb on their “why choose us” page:

Differences That Matter to Your Success
Your business is unlike any other.

Towers Perrin-ISR rejects cookie-cutter approaches to problem solving. Your organization has unique issues, capabilities and culture. Each phase of our work – from survey design to post-survey action planning – is customized to match.

Survey data by themselves tell only part of the story. You need context.

Survey scores that initially seem troubling may be comparable to those of your industry or regional peers. Towers Perrin-ISR’s 200 norms let you see how your results stack up against firms in your nation, region, or industry, as well as examine key demographic comparisons. And if you’d like to know how your organization compares with the best of the best, our high-performance norm shows the results enjoyed by the world’s most successful organizations.

It “rejects cookie-cutter approaches to problem solving” while at the same time using a cookie-cutter comparison to show context.

Seems contradictory, although cleverly worded, to me.