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Terminology and Methodology

BrandIndex delivers a large number of consumer brand metrics. Here is a short description of the metrics that we employ and how they are derived:

Buzz

How to refer to the metric: "Buzz or Net Sentiment generated across all media (advertising, news, word of mouth)"
What we ask in the survey: "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?”

The score above can range from 100 to -100 and is compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.

Impression

How to refer to the metric: “Impression”
What we ask in the survey: "Do you have a general positive or negative feeling about the brand?"

The score above can range from 100 to -100 and is compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.

Quality

How to refer to the metric: “Quality”
What we ask in the survey: "Is it good quality or poor quality"

The score above can range from 100 to -100 and is compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.

Value

How to refer to the metric: “Value”
What we ask in the survey: "Does it give good value or poor value for what you pay?"

The score above can range from 100 to -100 and is compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.

Satisfaction

How to refer to the metric: “Satisfaction”
What we ask in the survey: "Are you a satisfied or dissatisfied customer?"

The score above can range from 100 to -100 and is compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.

Recommend

How to refer to the metric: “Likelihood to Recommend”
What we ask in the survey: "Would you recommend the brand to a friend or colleague or tell the friend or colleague to avoid the brand?"

The score above can range from 100 to -100 and is compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.

Reputation

How to refer to the metric: “Reputation”
What we ask in the survey: "Would you be proud or embarrassed to work for this brand?"

The score above can range from 100 to -100 and is compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.

Index Score

How to refer to the metric: “Overall Brand Health Index”
What we ask in the survey: The average of the six asterisked scores above -- an overall brand health indicator score.

The score above can range from 100 to -100 and is compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.

Awareness

How to refer to the metric: “Aided Awareness”
What we ask in the survey: "Have you ever heard of this brand?"

This metric is delivered as a percentage.

Ad Awareness

How to refer to the metric: “Advertising Awareness”
What we ask in the survey: “Which of the following have you seen an advertisement for in the past 2 weeks?”

This metric is delivered as a percentage.

WOM (Word of Mouth)

How to refer to the metric: “Word of Mouth”
What we ask in the survey: “Which of the following have talked about with friends and family in the Past two weeks (whether in-person, online or through social media)?”

This metric is delivered as a percentage.

Purchase Intent

How to refer to the metric: “Purchase Intent”
What we ask in the survey: “From which of these would you be most likely to purchase?”

This metric is delivered as a percentage.

Purchase Consideration

How to refer to the metric: “Purchase Consideration”
What we ask in the survey: “When you are in the market next to purchase food or drink, from which of the following would you consider purchasing?”

This metric is delivered as a percentage.

US Boilerplate

YouGov BrandIndex (www.brandindex.com) is the only daily consumer perception research service of brands, taking more than 4,800 interviews every day from a representative US population sample, and more than 1.5 million interviews per year. Respondents are drawn from an online panel of more than 1.8 MM US adults aged 18+.

UK Boilerplate

YouGov BrandIndex (www.brandindex.com) is the only daily consumer perception research service of brands, taking nearly 4,000 interviews every day from a representative UK population sample, more than 670,000 interviews per year. Respondents are drawn from an online panel of more than 400,000 individuals.

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