How were the brands chosen?
Not all brands can be included – in any sector, there is a very long ‘tail’. We worked with beta clients to determine the initial list of brands and sectors. Over time, we have made modest adjustments to the brand list, and will continue to modify the lists to better meet emerging market and client needs.
Not all brands can be included – in any sector, there is a very long ‘tail’. Our aim was to include the brands that consumers themselves would include. We are looking at this research from the point of view of the consumer, not the researcher. First, we asked thousands of our panel to list the brands that were ‘part of their lives’. Then we asked another part of the panel to list all the brands they could think of in a variety of prompted areas. We included in our initial list all brands that were mentioned at least 3 times. We divided the brands into 32 sectors, then looked at the advertising spending in each of those sectors. Brands that had been spending significantly but were not on our list were then added.
