*Feature updates released March 26, 2021:*

  • 2nd Crosstab filter

  • Updated workbook layout

Use the Brand Comparison tool in the Score Comparison View to compare your brand’s performance against key competitors and keep track of how they’re trending over time. The tool automatically creates a ‘Competitive Set’ average score to allow for easily customized benchmarking.

Key features include:

  • Make comparisons on every measure tracked (includes composite scores such as YScore+, Mindshare, and Net Purchase Intent)

  • Compare brands across all Industries

  • Automatically create “Competitive Set” average values for brands selected

  • Two crosstab filters to create secondary demographic crosstabs

  • Four chart types: Total, Trend, Trend on Brand, and Trend on Crosstab

  • Create crosstabs by consumers' Mindshare and Purchase Intent relationship

And once you set up the exact chart needed, don’t forget to save it with a Custom View for continuous access!

Keep reading for step-by-step instructions, chart examples, and special cases...

Example 1:

“I want to understand how my brand’s Trustworthiness score from the past year compares to my competitors. I also want to split the performance scores by gender.”

Go to Choose Measure > Trustworthy at the top of the screen

Modify the time range with Choose Dates

Use Choose Competitive Set to select your brands

Then, go to Choose Crosstab > Gender

Choose Chart Type > Total

Example 2:

“I want to view how my brand’s Net Purchase Intent score from the past year compares to my competitors, split by groups of generation and gender.”

Choose Measure > Net Purchase Intent

Choose Crosstab > Gender

Choose 2nd Crosstab > Generation

Note: The Generation crosstabs will show Gen X because we include 39-year-olds in our surveys. To remove Gen X from your chart, set the overall age filter to 13-38-year-olds.

Example 3:

“I want to view how my brand has performed across time in Trustworthiness with different age groups.”

Choose Competitive Set > Single Brand

Choose Crosstab > Age Groups

Choose Chart Type > Trend on Brand

Note: To modify the Age Groups, click into the Filter Icon and to customize the Age Group Splits.

Don't forget you can still use the Demographic Filters to apply overall settings in addition to the Crosstabs!


Special Cases

Using the YScore/YScore+ Dimensions, All Diagnostics (YScore+/YScore/Industry), Mindshare Levels, and Purchase Intent Levels options in the Crosstab options

To allow you to view the multiple dimensions, diagnostics, and levels of the composite scores (listed below) for more than one brand or demographic group in a single view, the composite scores are listed in the first Crosstab filters. To use, ensure that the Measure selected matches the composite score selected in the Crosstab filters.

Crosstab options:

Make sure you keep reading for important notes and capabilities for Mindshare Levels and Purchase Intent Levels.

YScore/YScore+ Dimensions

This will show you the scores for YScore+ and the five Dimensions.

Measure > YScore+

Choose Crosstab > YScore/YScore+ Dimensions

Choose 2nd Crossab > (optional)

Choose Chart Type > Total or Trend

Note: Values in the "Overall" column reflect YScore+.

All Diagnostics (YScore+/YScore/Industry)

This will show you all of the 20 YScore+ diagnostics.

Measure > YScore+

Choose Crosstab > All Diagnostics

Choose 2nd Crossab > (optional)

Choose Chart Type > Total or Trend

Mindshare Levels

This will show you the furthest point that respondents fall across the six levels of the Mindshare scale.

Measure > Mindshare

Choose Crosstab > Mindshare Levels

Choose 2nd Crossab > (optional)

Choose Chart Type > Total or Trend

Read Using Brand Comparison to view Mindshare marketing metrics for a deeper dive into all the ways to explore comparisons with the other marketing metrics available.

Purchase Intent Levels

This will show you the percentage of Aware respondents at each level of the four-point Purchase Intent scale question.

Measure > Net Purchase Intent

Choose Crosstab > Purchase Intent Levels

Choose 2nd Crossab > (optional)

Choose Chart Type > Total or Trend

IMPORTANT NOTE: If using the Mindshare Levels crosstab and the measure selected is not Mindshare, or using the Purchase Intent Levels crosstab and the measure selected is not Purchase Intent, the results of your chart are going to present a different set of insights. This will create demographic crosstabs by consumers' Mindshare Level or and Purchase Intent Level.

Example 1: Using Mindshare Level as a demographic group

Choose Measure > Popular

Choose Crosstab > Mindshare Levels

Interpretation: This chart is showing the YScore+ for the base of respondents at each level of the Mindshare scale. It can be read as “53% of respondents who have Used/Bought from Adidas think the brand is Popular.”

Example 2: Using Purchase Intent Level as a demographic group

Choose Measure > Used/Bought From

Choose Crosstab > Purchase Intent Levels

Interpretation: This chart is showing the Used/Bought percentage for the base of respondents at each level of the Purchase Intent scale. It can be read as “50% of respondents who have said they are Somewhat Likely to use/buy from Adidas in the future, have already Used/Bought from Adidas in the past.”

More relevant support resources:

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