Missing slice: photoHero
6,000
interviews / year / market
100
+
brands / category
40
needs → 8 positions
92
%
correlation with market share
1–2
days
after month end, data is live
Tracking is the starting point, not the end product.
Missing slice: journey
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
Only what moved is lit
Eight positions, every brand in the category, one ring. Colour marks what changed since last month — the rest stays quiet.
02
Down to the respondent
The ring dissolves into the people behind it. Six thousand a year, each answer kept separately.
03
Ask inside the chart
The question is asked where the data is, and the answer lights the part of the model it came from.
Missing slice: editorial
Energy Signal is a new approach to insight work in our industry, and a strong complement to our own research. Above all it helps us understand new players and what market activity does to the brand.
Ola Sandberg
Head of Insight and Foresight, E.ON
Four questions this answers
Pick the one that sounds like your week.
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?
A better strategy starts with a richer model of the market.
Before you ask
Why is our awareness number lower than in our old tracker?
Because the list is longer. A basic tracker shows the ten brands you named; we show every brand in the category, often thirty-five or more. People tick eight to ten either way, so the same behaviour spreads across more names. The figure is measured against the whole market rather than a shortlist, which is what makes it comparable across competitors and over time.
How often does it update?
Collection runs every day of the year. New data appears in the platform every month, one to two days after the month closes.
What does a change arrow compare against?
The previous month, unless the period selector says otherwise. The comparison period is always stated next to the figure.
Can we see the AI part in the product?
Not yet. How AI systems describe your brand is being collected, but there is no view for it in the platform today.
Do you set our positioning?
No. Your agency owns the positioning. We are the fact base both your agencies work from.
Is Odyssey a consultancy?
No. Odyssey is a technology company built by research people who care about methodology and analytical depth.
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