Missing slice: photoHero
6,000
interviews a year, per market
100
+
brands in the category, not the ten you name
40
need questions behind eight positions
92–93
%
correlation with actual market share
1–2
days
after the month closes, the data is in
Tracking is the starting point, not the end product.
Three sources, one model
Survey answers are the spine. Two more streams run alongside them, on the same brands, in the same months.
Asked
6,000 interviews a year per market, ages 18 to 79, every month of the year.
Overheard
What is said about the category in podcasts and social, unprompted.
Described
How AI assistants describe your brand. Collected today; it does not have a view of its own yet.
Against a basic tracker
Basic tracker
A snapshot at each wave
A model that keeps updating, every month
Ten brands you picked
Every brand in the category — 100 and up
Survey data only
Surveys, conversations and how AI describes you
A report on a schedule
A model you can ask a new question of
A new study for a new question
The answer is already in the data
01
The whole category
Eight positions, every brand in the category, one ring. Green is your reading, the pale outline is the benchmark.
02
Under it, people
The model dissolves into the answers it was built from. Six thousand a year, kept one by one.
03
Ask it directly
Write the question in plain language. The answer lights the part of the model it came from, so it can be checked.
Missing slice: editorial
“A new approach to insight work in our industry, and a strong complement to our own research.”
Ola Sandberg
Head of Insight and Foresight, E.ON
Four questions this answers
Pick the one that sounds like your quarter.
Where is there actually room to move — and can we credibly own it?
What are they taking ownership of, and at whose expense?
Which groups are attractive, reachable and credible for us?
Are we gaining or losing ground in how AI describes the market?
Six thousand people a year. One answer at a time.
Before you ask
Why is our number lower than in our old tracker?
The list has a hundred brands on it, not ten, and people tick eight or nine names whatever the length. Same brand, wider frame. Read the direction, not the level, for the first two months.
How current is the data?
Collection runs every day of the year. The month closes and the data is in one to two days later.
Can we ask something the questionnaire never asked?
Answers are stored per respondent, so a new cut runs against data already collected. A genuinely new question still has to go into the field.
Which markets are covered?
Sweden and Norway are live — Norway since January 2025. Denmark and Finland follow in autumn 2026.
Do you set our positioning?
No. Your agency does that. We supply the facts the two of you argue from, and we would rather be the source than the author.
What does Brand Equity actually measure?
One figure that weighs awareness, consideration and preference together. It follows actual market share at 92 to 93 percent.
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