Missing slice: displayHero
Missing slice: specimenSheet
Why the list matters
A basic tracker asks about the ten brands you named. We ask an open question first, so the answers include the brands nobody at your company has thought about. In a median Nordic category that is thirty-five names, and nine of them are usually absent from the client's own tracker.
What that does to your number
People tick eight to ten brands either way. Spread across thirty-five names instead of ten, the same behaviour produces a lower awareness figure. The number is not worse. It is measured against the whole market rather than a shortlist, and it is the one you can act on.
Missing slice: specimenSheet
What the method changes
Basic tracker
A snapshot at each wave
A model that keeps updating, every month
The ten brands you listed
Every brand people actually name
A new question needs a new study
A new question is asked of data already held
Results aggregated before you see them
Stored per respondent, so it can be cut again
Fig. 3 — One category, eight positions, thirty-five brands.
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