This complicates any interpretation of attribute responses, and diminishes your ability to take actions, whatever the results.

Other attributes

Compare the results generated from different cues against brand penetration figures. When doing this test, be careful about priming effects, which is where the responses to the first question unduly influence the responses to the next question.

In both repertoire and subscription markets, the most affected groups were non-buyers and smaller brands.

The attributes – how should they be worded? 2The brands – do you provide a list or not?

analysis flexibility

Therefore, the objective for building Brand Awareness under the category membership role is to reduce the number of people unaware that the brand is a member of the category.

each retrieval occasion has a finite amount of ‘activation’ to expend, and an unprompted approach uses a lot of this activation on the first one or two retrievals. This means that fewer brands can jump the hurdle from long-term memory into what is commonly referred to as ‘working memory’.

sampling efficiency