How do consumers really view the category?
• 2. How do consumers prioritize what is important-what’s most important? Least important? • 3. Where do consumers hold the highest expectations for brands operating in the category? These three measures are the foundation of the Brand Keys findings. However, as the Brand Keys methodology is built to also deliver highly-granular and actionable insights to brands, there are many more measures provided, including the percent contribution of the individual ABV items that comprise the drivers of loyalty and engagement in the category. 3. How do I know if numerical differences are statistically significant? Statistically significant differences are usually reported at the 95% confidence level and are clearly noted in the report. 4. What benchmarks does Brand Keys use? Brand Keys uses the most current and critical benchmark available in brand research: the Ideal the consumer holds for the category. With this Ideal in place, efforts ranging from marketing outreach, to concepts, to advertising
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