Metrics
A metric is a single dimension of brand perception that respondents are surveyed on. Every analysis or ranking query asks for one or more metrics, and each one becomes a series in the result.
Choosing a metric
You supply metrics as keys in metrics_score_types (see
Score types & scoring populations). Use the
key (left column) in requests; the label is the display name.
The 16 metrics fall into three groups:
Brand perception — what people think and feel about a brand:
| Key | Label |
|---|---|
index | Index (Overall Brand Health) |
impression | General Impression |
quality | Quality |
value | Value |
reputation | Corporate Reputation |
satisfaction | Customer Satisfaction |
recommend | Recommendation |
Media & communication — what people are hearing and saying:
| Key | Label |
|---|---|
buzz | Buzz |
attention | Attention |
adaware | Advertising Awareness |
wom | Word of Mouth Exposure |
Purchase funnel — what brands people plan to use or use now:
| Key | Label |
|---|---|
aided | Aided Brand Awareness |
consider | Consideration |
likelybuy | Purchase Intent |
current_own | Current Customer |
former_own | Former Customer |
The exact survey wording for a metric in a given market and category can be retrieved from the question-texts endpoint. The metrics glossary lists the standard question for each.
Two kinds of scale
- Net metrics (−100 to +100): Buzz and the six Index components (Impression, Quality, Value, Reputation, Satisfaction, Recommendation), plus Index itself. These are three-point measures (positive / neutral / negative), scored by subtracting the negative percentage from the positive.
- Percentage metrics (0 to 100%): the other eight — these are two-point (yes/no) measures.
This distinction is why the score type behaves differently for some metrics — see Score types & scoring populations.
The Index metric
index is not asked directly — it is an average across the six brand-perception
metrics (Impression, Quality, Value, Reputation, Satisfaction, Recommendation).
Because it is built from six underlying metrics, it counts as six when the
service sizes your request against the data limits. See
Request size & limits.
How a metric is scored
Requesting a metric is only half the picture. Two further choices determine the actual number returned:
- the score type — which responses count toward the score, and
- the scoring population — who is included in the base.
Both are covered in Score types & scoring populations.