Press Office


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.

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.

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 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.

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.

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 – quality, value, satisfaction, recommend, reputation, impression.  The Index score is 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.

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.

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.

Contact

US

Drew Kerr
T: +1 212 849 8250
M: 914 806 6530
E: yougov@four-corners.com


UK

Press Office
T: +44 0207012 6000
E: press@yougov.com

Downloads

Downloads

Ted CEO BrandIndex: JPG
BrandIndex Logo: JPG