Metrics glossary
The complete list of metrics, for quick lookup. See Metrics for the conceptual introduction, and the question-texts endpoint for the exact survey wording in a given market and category (wording varies by region/sector; the descriptions below are the standard BrandIndex questions).
Use the key in requests.
Brand perception metrics
What people think and feel about a brand. These are net metrics, scored −100 to +100 (percentage of negative responses subtracted from positive).
| Key | Name | Standard question |
|---|---|---|
index | Index (Overall Brand Health) | An average across Impression, Quality, Value, Reputation, Satisfaction and Recommendation. Counts as six metrics toward data limits. |
impression | General Impression | Which brands do you have a generally positive/negative feeling about? |
quality | Quality | Which brands represent good/poor quality? |
value | Value | Which brands represent good/poor value for money? |
reputation | Corporate Reputation | Which companies would you be proud/embarrassed to work for? |
satisfaction | Customer Satisfaction | Which brands are you a satisfied/dissatisfied customer of? |
recommend | Recommendation | Which brands would you recommend / tell a friend to avoid? |
Media & communication metrics
What people are hearing and saying about a brand.
| Key | Name | Range | Standard question |
|---|---|---|---|
buzz | Buzz | −100…+100 (net) | Over the past two weeks, which brands have you heard something positive/negative about? |
attention | Attention | 0–100% | Reported hearing anything (positive or negative) about a brand over the past two weeks. |
adaware | Advertising Awareness | 0–100% | Which brands have you seen an advertisement for in the past two weeks? |
wom | Word of Mouth Exposure | 0–100% | In the past two weeks, which brands have you talked about with family and friends? |
Purchase funnel metrics
What brands people plan to use or use currently. All 0–100% (yes/no).
| Key | Name | Standard question |
|---|---|---|
aided | Aided Brand Awareness | Which brands have you ever heard of? |
consider | Consideration | When you are next in the market, which brands would you consider? |
likelybuy | Purchase Intent | Of the brands considered, which are you most likely to purchase? |
current_own | Current Customer | Which brands have you recently purchased / currently own? |
former_own | Former Customer | Which brands have you ever purchased / owned (excluding current customers)? |
Scoring ranges
- 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).
- Percentage metrics (0 to 100%): the remaining eight — these are two-point (yes/no) measures.
The score type and scoring population you choose interact with this — see Score types & scoring populations.