Other metrics

This article covers:

• How do we measure distinctiveness?
• How do we measure category usage?
• How do we measure brand buyers?

How do we measure distinctiveness?

We measure distinctiveness to determine how unique and understandable your ad is to viewers. Respondents are asked, “What do you associate with the ad?” and can choose from options “one of many,” “incomprehensible,” “original,” and “untrustworthy.” They can select multiple options to fully capture their impressions.

The results are presented as percentages, showing how many respondents 

1. found the ad distinctive, 
2. and how many considered it easy to understand.

How do we measure category usage?

To measure category usage, we ask respondents: “How often do you buy [product category]?” 

Respondents choose from options like “almost daily,” “a few times a month,” or “less often.”

How do we measure brand buyers?

To identify category buyers, we ask respondents: “Have you bought [product category] from any of these brands in the last 12 months?” 

Your brand is shown alongside the 4 competitors you’ve listed, plus the option “none of them.” Respondents can select multiple options.