measures recent brand sentiment and the direction of recent awareness – Over the PAST TWO WEEKS, which of the following brands have you heard something POSITIVE/NEGATIVE about (whether in the news, through advertising, or talking to friends and family)?
• Attention: measures the total percentage of recent (tangible) awareness – The % of respondents who have reported hearing ANYTHING, either POSITIVE or NEGATIVE about a brand over the PAST TWO WEEKS. In addition, we supply an Index score, as follows: • Index: the average of the measures above, excluding ‘Buzz’. ‘Buzz’ is excluded as this may (or may not) be an effect on the brand but not yet part of the underlying perception. One of the things we want to track is the effect of Buzz on the brand profile.
