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Personality traits attributes

When a brand’s awareness score changes over time, it is easy to assume all category buyers are equally responsible.

of unprompted Brand Awareness measures. It appears they are an ineffective short-cut attempt to measure brand retrievability.

brands with more buyers get more responses than brand with fewer buyers.

Measuring the link between the attribute and the brand

brands vary more in percentage of weekly visitors (penetration) than frequency of weekly visitation (loyalty).

Developing a brand list