As of July 6, 2021, the Brand Data dashboard includes brand ratings from a nationally representative sample of young consumers in Canada, proportionate to the populations of young people in Canada (13.2 million) and the U.S. (123.1 million).
The breakdown of interviews across all brands in North America are as follows:
North America (N=2340/week, N=116,000/year)
Here's what you need to know about filtering and reading the new North America brand ratings in the dashboard:
1) Brands & Industries
The same industries will be tracked in both the U.S. and Canada. While the brands in each industry will have as much crossover as possible, U.S. brands that are unavailable in Canada or have low awareness will not be asked of Canadian respondents. Additionally, Canadian brands that are unavailable in the U.S. will only be rated by Canadian respondents.
You can view the Canada-only brand list in Overview > Tracked Brands > Country
Brands highlighted in purple are brands added to the survey in the past four weeks (mostly Canadian brands):
2) Brand Ratings
Brands will continue to receive the same number of ratings in the U.S. as they always have, and will receive additional ratings in Canada.
Benchmark Brands rated in both the U.S. and Canada will receive:
N=5,000 annual ratings in the U.S.
N=555 annual ratings in Canada
Non-Benchmark Brands rated in both the U.S. and Canada will receive:
N=1,200 annual ratings in the U.S.
N=130 annual ratings in Canada
* The above annual ratings are for brands with awareness above 60%.
3) Country Filters & Crosstabs
For any brands being rated in both the U.S. and Canada, the dashboard will default to showing all North American ratings (both countries together). There will be a Country filter available in the Demographic Filters on all dashboard views to look at U.S.-only data.
Note: Because the Canadian sample is proportionate to the Canadian population, we recommend only looking at Canada-only data for individual brands on a quarterly basis.
If working in the Brand Snapshot, CSR Analysis, Performance Drivers, Brand Alignment, or Media Consumption Views:
Use the Country filter to view all North American data together, view U.S.-only data, or Canada-only data.
If working in the Score Comparison View:
In addition to the Country filter, use the Country Crosstab to compare brand performance by respondents in North America, the U.S., and Canada.
The Regions filter was modified to U.S. Regions, which includes Midwest, Northeast, South, and West. Other Territories refer to respondents in Canada.
To learn more about the updates to the Behavioral and Trend Data Dashboards with the expansion to North America, read North America Expansion: Behavioral and Trend Data Dashboard Updates.
To read the full list of North America FAQS, read here.