Brand perception
Brand perception dashboard shows how consumers perceive your brand (its strengths and weaknesses), as well as how it compares to the competition, highlighting what perceptions actually drive performance and are worth investing in. Additionally, it helps you prioritize your marketing message if none of your competitors score highly on a specific attribute.
Use this dashboard to:
Understand the overall perceptual brand health, from awareness or preference to specific attribute performance.
Understand your brand's positioning in the market by identifying the specific perceptions your brand owns versus the competition. This helps you reveal perceptual white-space opportunities in the market against your competitors.
Uncover potential softness causes and the attributes you are lagging behind on a specific competitor (for example, when behavioral data shows you are losing to a competitor).
Overview
Overview shows general, high-level information on your brand perception. It includes three sections:
- What perceptions drive visitation?
- How is your brand performing across categories?
- What do consumers associate with your brand?
What perceptions drive visitation?
This section ranks the perceptions arisen from the Survey dataset that have the highest correlation to future visit intent. Ranking can be sorted by the Competitive set or your brand in a ascendant or descendant order, as you see fit. Hover over the BIP score for details on how to interpret the score given for each perception.
Clicking a row or the suggested action at the bottom of the section opens the Attribute comparison tab where you see details on different perceptions against competitors.
How is your brand performing across categories?
This section shows how the different brand attributes perform against the Competitive set during the selected Comparison period. Additionally, if comparing to the same quarter, it displays the Period over period (PoP) variation during the selected Period. In this image, Convenience is the attribute the performs best, although the Period over period (PoP) change reflects it decreased 0.4 percentage points.
Clicking a row or the suggested action at the bottom of the section opens the Attribute comparison tab where you see details on different attributes against competitors.
What do consumers associate with your brand?
This section displays the most significant characteristics consumers associate to your brand, which are the five that obtained the higher and lowest Brand Image Profile scores.
Attribute comparison
Attribute comparison helps you understand how your different brand attributes perform against the benchmark. It contains several tabs, each representing an attribute, as well as the Top drivers tab, which lists the top drivers and suggests the ones to improve.
Toggle between BIP score or % score to see results using the Brand Image Profile scores or percentage points, including the absolute difference.
Clicking an attribute row reveals the Attribute deep-dive tab where you see details of how each attribute has performed during the Comparison period.
Attribute deep-dive
Attribute deep-dive provides a detailed analysis for each of the drivers and attributes for the selected Comparison period. It displays the scores for your brand as well as those from the competitors in the Competitive set, together with a line chart to see the scores throughout time.
Toggle between BIP score or % score to see scores using either the Brand Image Profile scores or percentage points, including the absolute difference versus the comparative average.
Hover over the BIP score for details on how to interpret the score given for each attribute. Click Change to select a different attribute.
Data and methodology
Brand perception uses the Survey dataset, by delivering surveys directly to customers' mobile phones, which have these characteristics:
- Sample — 1450 completes per brand per quarter.
- Length — 8-10 minutes.
- Targeting — General population.
- Representativeness — Natural fallout weighted to U.S. Census representative sample.
Every survey includes a randomized list of brands for the respondents to select the ones they are aware of, which are carried through the remainder of the survey. Brand attributes are asked about in binary form versus all other competitors versus individually, on a scale. This is a standard best practice that provides a shorter and superior respondent experience results, as well as higher engagement and data quality. Additionally, this format places brands in comparison to others and results in respondents only selecting brands that are truly associated with that attribute in their minds.
For more information, see Datasets.
Brand Image Profile scores
Brand Image Profile (BIP) scores uncovers distinguishing brand features by comparing performance to both the average category performance and the average brand performance.The BIP score is an indication of how strongly a brand is associated with a particular attribute versus what we would expect given the overall strength of the brand, as Brand perception ratings are often correlated with a brand's strength or familiarity. For example, McDonald's is the most top of mind brand and, as a result, is endorsed by more respondents across all attributes. Consequently, McDonald's rates 10ppt higher than the competitor average in any given attribute:
Therefore, the expectation is that McDonald's attribute performance should be +10ppt higher than the competitor average in any given attribute. A BIP score helps to control for this bias by calculating the absolute difference between a brand's actual performance and its expected performance.
BIP scores are grouped into five categories:
- Differentiated strength — Score of 10 or greater.
- Strength — Score between 4 and 9.
- Neutral — Score between 3 and -3.
- Under-performance — Score between -3 and -9.
- Differentiated under-performance — Score of -10 or less.
Note that the BIP score changes depending on the competitive set selected, as the competitor average can be set among different groups of competitors or an entire market category.
Metrics are defined as follows:
| Metric | Sample | Survey question | Notes |
|---|---|---|---|
| LSR unaided awareness | Total | When you think of any place where you order and pay for your food and/or beverages, which brands come to mind? | |
| FSR unaided awareness | Total | When you think of restaurants where you ordered from a waiter, which brands come to mind? | |
| Aided awareness | Total | Which of these restaurants have you heard of? (Please select all that apply) | |
| Visit intent in next month | Aware | How likely are you to visit this restaurant in the next month? | 5-point scale from "Definitely will not visit" to "Definitely will visit" |
| NPS | Stated past 6 month visitation | How likely is that you would recommend these restaurants to a friend or a colleague? (10 being extremely likely; 0 being not at all likely) | 11-point scale; % of promoters (9 or 10) - % of detractors (0-6) |
| Loyalty | Stated visitation | Which of these brands are you a loyal customer of? (Please select all that apply) | |
| Sentiment | Aware | Overall, how positive or negative do you feel of these restaurants? | 7-point scale from "Negative to a large extent" to "Positive to a large extent" |
| Top 2 Box sentiment | Aware | Overall, how positive or negative do you feel of these restaurants? | % of responses that are "Positive to a large extent" or "Positive to a medium extent" |
| Uniqueness | Aware | How unique are these restaurants? | 4-point scale from "Not at all unique" to "Very unique" |
| Top box uniqueness | Aware | How unique are these restaurants? | % of responses that are "Very unique" |
| Value | Aware | For each restaurant below, what is your perception of the value of its food and beverage selections? | Not a good value for the price, Fair value for the price, Good value for the price |
| Top box value | Aware | For each restaurant below, what is your perception of the value of its food and beverage selections? | % fo responses that are "Food and beverages are a good value for the price". |
| Brand attribute | Aware | Next, you will see a series of statements. For each, please select all restaurants you believe the statement applies to, whether or not you've tried the restaurant yourself. What's important is if you associate the statement with any of the restaurants or, if just don't know, select "None of these" | |
| Demographics | Stated past 6 month visitation | Multiple |
Filters
Dashboards come with filters at the top of the screen to filter and organize the data shown in them. Select the field values to filter dashboard data, and then click Apply filters to see that selection reflected in the different modules. As you make selections, some of the remaining fields adjust dynamically so that only applicable options are available. To filter this dashboard, click Show filters at the top and select:
- Comparison period
Use this filter to show data in the specific time periods, such as Year over Year (YoY), Period over Period (PoP), or versus 2019.
- Brand
Lists of available brands for analysis. Brands displayed depend on what market you are is set up with.
- Benchmark
- The market used to compare your metrics against to understand if you are over or under performing. Options include: Competitive set, Casual dining, Full-service restaurant (FSR), Family dining, Fast casual, Limited-service restaurant (LSR), Pizza, Quick service.
- Past visitation
Time period of the customer's last visit, such as Total (all time), Visited ever, Within the last year, Within the last 6 months, Within the last 3 months, Within last month.
- Period
- Quarters from different years.
To export the dashboard information as a Excel file, click Export.
What's next?
Together with Brand perception, use these dashboards to obtain supplementary insights:
Competitive performance — Adds context on what are your biggest top-line sales behavioral drivers of performance and compare them to your competitors.
Customer migration — Understands if you are acquiring or losing customers to competitors with specific perceptual strengths or weaknesses, and the demographic profile of each of these customers.
Plan your marketing messages around your brand's perceptual strengths and weaknesses, track their success, and diagnose the perceptual underpinnings of performance vs. competitors.
