What does the data actually mean? Explain the difference between the various scores.
The score is the ‘net rating’: people are asked to identify the brands to which they have a positive response, and then those to which they have a negative response, to whatever is the prompt measure. The net score is the positive minus the negative. The charts also have bar-charts along the bottom. These represent the number of people who made either a positive or a negative identification – we call it the ‘mindshare’, the number of people who have given a view of the brand. A brand given a positive rating of 15%, and a negative rating of 10%, would have a net score of +5% and a ‘mindshare’ of 25%. The seven measures that make the complete profile are below. PLEASE NOTE that each measure is taken independently – in other words, in any one survey, any individual respondent is asked about only one measure for the sector, not all seven. Therefore none of the readings influence each other within the survey.
