What other brand health metrics YouGov collects?

YouGov BrandIndex continuously measures the public’s perception of hundreds of sectors and thousands of brands around the globe. YouGov’s syndicated brand tracking helps to measure brand health, monitor growth, track advertising campaigns and inform strategy using 16 different brand health, media, and purchase funnel metrics. 

 

Awareness

What we ask in the survey: "Have you ever heard of this brand?"

This metric is delivered as a percentage.

Ad 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)

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

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

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.

Index

Index Score is a measure of overall brand health. It takes into account perceptions of a brand’s reputation and whether consumers would recommend the brand to others, as well as whether it represents good value and quality. It is calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend, and Reputation metrics.

The score can range from 100 to -100 and is compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback. This score is representative of the general population of adults 18+. All Index scores listed have been rounded to a single decimal place; however, we have used additional precision to assign ranks.  

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

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

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

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

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

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.

 

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