The norms used in the dashboard will be determined by the category you enter when you set up your project.
We have a robust database of almost 100,000 concepts. We have 12 categories like personal care household care, alcoholic beverages, non-alcoholic beverages, food grocery, food impulse, etc. If we have not enough cases for a category, we calibrate the norms vs another country, for example, UK.
Here are the norms available for Concept testing: