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The Most Important Brand Tracker Question you are Probably Omitting

I’ve had plenty of consulting assignments via the years with a aim of enhancing a shopper’s brand tracker.  You already know the story…nothing strikes and when one thing does transfer, the shopper doesn’t know what to do with it. And each a type of disappointing trackers was lacking a vital query…fixed sum.

The fixed sum query asks respondents to allocate 10 factors throughout manufacturers they might think about on their subsequent buy.  They can provide all 10 factors to 1 model if that’s the solely model they might purchase, or 0 factors to a model they positively wouldn’t purchase…or any sample in between…so long as the factors add to 10 throughout all manufacturers.


In my expertise from dozens of trackers and a whole bunch of manufacturers, this query returns extremely predictive person degree knowledge. Not too long ago, I used it on a model fairness research for a monetary providers model the place we had precise account opening knowledge merged in.  The patterns have been extremely confirmatory of the worth of the query (e.g. near 0 conversions from these giving 0 or 1 level, and nearer to 10% account opening charges for these giving a excessive variety of factors.

Bias removing throughout international locations

A lot of that buy intent and internet promoter scores are extremely affected by tradition.  High field scores are a lot larger in French and Spanish cultures for instance with out implying extra trial.  NPS is ineffective in Japan the place scores are all the time actually low, once more with out implying your online business is about to implode. Not so with fixed sum.

The truth that the respondent is making selections and sacrifices (e.g. they’ll don’t have any factors left for a model they like if they offer all of the factors to another manufacturers) makes the patterns unaffected by tradition.  Then again, a respondent might give prime (or backside) field PI solutions to each model they’re requested about, in the event that they select to.


Some of the necessary elements is that fixed sum is basically helpful.  Those that give between 2-8 factors to a given model are the Movable Center and research have proven that they’re 5 occasions (and even larger) extra attentive to promoting than non-Movable Middles. So in an addressable media world, take the IDs which might be within the Movable Center that you’ve gathered over waves of monitoring and on-board them as a seed pattern to your ID/system spine at scale (media company or DSP may be the keepers of this.) Utilizing lookalike modeling, you’ll be able to create a targetable viewers at scale of Movable Middles and this will result in a 50% enchancment in promoting ROI.

One other helpful side is that it reveals who you instantly compete with.  Within the monetary providers instance, it was actually clear that the web banks have been in additional direct competitors, the credit score card-based enterprise have been one other section, and many others.  So, who’re your direct rivals?  The covariance patterns (e.g. if one model will get excessive factors from sure respondents, one other model tends to additionally get excessive factors…) let you know.

Ultimate trick of the commerce…the fixed sum knowledge and attribute rankings are often coherent for given respondents…however not all the time.  For instance, those that give 5 or extra factors to a sure model are inclined to fee it very extremely throughout attributes and maybe most apparently, they do NOT fee different manufacturers extremely…they discover the model distinctive.

Now what is basically attention-grabbing is when the attribute rankings defy that sample for sure respondents.  Those that gave you quite a lot of factors however don’t fee you extremely on attributes are VULNERABLES.  Those that fee you extremely however the place you bought few factors are PROSPECTS.  My most cited paper (cited over 1200 occasions in line with Google scholar) confirmed that such discrepant patterns have been extremely predictive of people’ model selections one yr later. And now you may have a brand new, highly effective, predictive model fairness metric.

My recommendation…use fixed sum in your model analysis. It simply may be the mic drop you’re on the lookout for.

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