Sublime

Attribute measurement should consider the role of the attribute in category buyer choice processes

Distributions of brand attitudes

tried putting an open-ended ‘Other’ option in the brand list to capture ‘out of list’ responses, but respondents rarely used this feature.

The response distribution of a typical brand attitude measure skews to slightly positive.

corporate social responsibility or environmental qualities might be useful for secondary purposes. These attributes should be limited to no more than 20% of the list.

Third-Party Insights

you might have defined a customer segment on deterministic data – for example, a customer having bought a specific car from your company. In this case, using this non-sensitive information explicitly will work better than addressing it implicitly.

Brand buyers

Small brands have a few buyers, but most category buyers are non-buyers.