On occasion other attributes can play a role to help the category buyer decide between mentally available brands. The following are some examples of other common attribute types.

The free choice, pick any scores range from 42% to 5% (37pp difference), while the average mean scale scores for the same brands on the same attributes are more clustered, ranging from 5.0 to 4.1 (0.9 difference).

artificial sensitivity

randomises brand and attribute presentation to redistribute…

Some highlights have been hidden or truncated due to export limits.

For small brands, with lots of non-buyers, this excess at the midpoint inflates the average score, which, in turn, dampens brand level variation

Unprompted Brand Awareness measures also under-report atypical brands

The absolute score – The easier the measure, the higher every brand scores, which means prompted Brand Awareness scores are always higher than unprompted scores.

There are two general factors that lead a category buyer to link a brand for a specific attribute

available, as in the case of many luxury goods). In this case the positive brand attitude is unable to convert into revenue for the brand, so is of questionable value to build.