This article will explain all of the ways to explore comparisons of the different marketing funnel metrics resulting from the Mindshare question. This includes updated features launched March 22, 2021.

The Brand Comparison section of the Score Comparison View is where you go to view, and export, data on multiple brands or demographic groups at once. In order to fully explore the various Mindshare metrics available, keep reading for instructions on which filters to use and when.

Read on to find out how to:

  1. Compare Mindshare Overall

  2. Compare, side by side, all six of the Mindshare Levels calculated with the base of "Among All" only*

  3. Compare, individually, the other marketing funnel metrics with the bases of either "Standard," "Among All," and "Among Previous" (such as Used/Bought Among Aware or Loyal to Among Used/Bought)


1. Mindshare Overall

Mindshare Overall is young consumers' overall relationship to your brand, and is a scaled score ranging from 0 as "no one knows about this brand" to 100 as "this brand is everyone's favorite" using the six-point Mindshare scale question.

To see this score for your brand, click into Score Comparison > Brand Comparisons

Select Choose Measure > Mindshare

Then, select your brands with Choose Competitive Set

Apply an optional demographic crosstab with Choose Crosstab (for this example, we're crosstabbing by Age Groups)

Lastly, Choose Chart Type > Total

Interpretation: The average Mindshare Overall score for the brands selected is 56. Nike has the highest Mindshare Overall with a score of 68, and performs best with the 13-17-year-olds.

To view how Mindshare Overall is trending over time for the brands, go to Choose Chart Type > Trend, Trend on Crosstab, or Trend on Brand.


2. Mindshare Levels

The Mindshare Levels crosstab option allows you to view, in a single chart, the furthest point that respondents fall across the six levels of the Mindshare scale for multiple brands or demographic groups. This displays the same data as the "Among All" Mindshare chart in the Brand Snapshot View.

Keep Choose Measure > Mindshare

Then, Choose Crosstab > Mindshare Levels

Below is an example for Chart Type > Total, with Gender set for the 2nd Crosstab.

Interpretation: Nike, then followed by Adidas, have the largest groups of consumers that consider the brand to be one of their favorites. Converse slightly trails all brands in awareness, with 3% of respondents having never heard of the brand.

Note: The percentages for all levels will add up to 100%.

We recommend Choose Chart Type > Trend on Brand for viewing how the Mindshare Levels are trending over time.


3. Other marketing funnel metrics using the bases of "Standard," "Among All," and "Among Previous"

If you've used the Mindshare section in the Brand Snapshot View to evaluate a single brand's performance with the different marketing funnel metrics available, you've likely used the "Standard" base option and/or flipped between the others of "Among All" and "Among Previous."

The "Standard" base option:

These options alter the base for which each Mindshare Level is calculated, such as from "Among All" to "Among Aware," and also shift to including respondents in the "or better" levels. Read more about the Mindshare question here.

Unlike the Mindshare Levels with the "Among All" base, metrics in the "Standard" and "Among Previous" funnels must be set up and viewed individually.

Below are the most common metrics used by all customers:

Awareness Among All - uses "Standard"

Used/Bought (or better) Among Aware - uses "Standard"

Loyal to (or better) Among Aware - uses "Standard"

Loyal to (or better) Among Used/Bought - uses "Among Previous"

Here is how you will set up example metrics using each 'Base' filter:

"Standard" (Most Frequently Used)

Example: Loyal to (or better) Among Aware

Choose Measure > Loyalty

Choose Mindshare Base > Standard

Choose Crosstab > Gender (optional)

Interpretation: 30% of young consumers Aware of Adidas also consider themselves at least Loyal to the Adidas brand.

Note: This % includes respondents who consider the brand to be one of their Favorites.

"Among Previous" (Purchase Funnel)

Example: Loyal to (or better) Among Used/Bought

Choose Measure > Loyalty

Choose Mindshare Base > Among Previous

Choose Crosstab > Gender (optional)

Interpretation: 45% of young consumers who have at least Used or Bought from Adidas also consider themselves Loyal to the Adidas brand.

"Among All"

Example: Loyal to Among All

Choose Measure > Loyalty

Choose Mindshare Base > Among All

Choose Crosstab > Gender (optional)

Interpretation: 11% of young consumers consider themselves Loyal to the Adidas brand.

Note: This does not include respondents who consider the brand to be one of their favorites.


Below are examples of trended views using Chart Type > Trend on Crosstab

Used/Bought (or better) Among Aware

Used/Bought Among All

Used/Bought (or better) Among Familiar

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