Understanding Brand Data Measure Calculations

This article covers the definition and calculations of the following YPulse brand tracking metrics: Mindshare, Net Purchase Intent, Purchase Intent Likelihood, YScore+ (and the 20 individual diagnostic measures), and YScore

Mindshare

Mindshare measures young consumers' overall relationship to your brand, in a scaled score from 0 to 100 - where 0 is "no one knows about this brand" and 100 is "the brand is everyone's favorite." Here is how the question is asked and the values assigned to each step of the scale:

Q: Please tell us how well you know each of the following brands?

Single Response

1. I have never heard of this brand (0)

2. I have heard of this brand (20)

3. I am familiar with this brand / I know about this brand (40)

4. I have bought from or have financially supported this brand (60)

5. I am loyal to this brand (80)

6. This brand is one of my favorites (100)

Mindshare Overall is then calculated by averaging the values assigned to the percentage of respondents at each step of the scale.

Here's a breakdown of how the Mindshare Overall in the below chart is calculated:

Never heard of brand = 0 x 0.09 = 0

Heard of brand = 20 x 0.22 = 4.4

Familiar with brand = 40 x 0.26 = 10.4

Used/Bought from brand = 60 x 0.26 = 15.6

Loyal to brand = 80 x 0.07 = 5.6

Favorite brand = 100 x 0.1 = 10

Mindshare = 0 + 4.4 + 10.4 + 15.6 + 5.6 + 10 = 46

*Note that the Choose Base option "Among All" was used to find the bases for this calculation.

Purchase Intent

Purchase Intent is a scale measuring how likely consumers are to buy or use your brand in the future. Here is how the question is asked:

How likely are you to buy or use [BRAND] in the future?

Single Response

1. Very Unlikely

2. Somewhat Unlikely

3. Somewhat Likely

4. Very Likely

Purchase Intent is only asked of respondents who have at least Heard of the brand.

The Brand Snapshot View provides charts for both the total percentage of respondents that answered at each step of the scale, as well as the percentage of respondents at each step of the scale in the trend cadence selected.

*Note that the Purchase Intent Scale question was added to the tracker March 23, 2020. It replaced the previous Will Use/Buy measure, a binary score, that was one of the original 16 YScore diagnostic measures. Will Use/Buy scores are still being reported in the YScore section for dates after March 23, 2020 for continuity, yet those scores are actually a weighted conversion of the new Purchase Intent Scale.

Purchase Intent Likelihood

Purchase Intent Likelihood appears as a measure option in the Score Comparison View and represents the percentage of respondents surveyed about [BRAND] that selected Very Likely on the scale.

You can filter the Industry Scores, Brand Rankings, and Brand Comparisons sections by Purchase Intent Likelihood performance.

Net Purchase Intent (NPI)

Net Purchase Intent, similar to a Net Promoter Score, is a scaled score from -100 to 100, where -100 is "no one is a potentially loyal customer" and 100 is "everyone is a potentially loyal customer." It is meant to give insight into how a brand is trending in terms of gaining or losing potentially loyal customers.

The score uses the outer two end-points of the scale, Very likely and Very unlikely, and is calculated by subtracting those who are Very unlikely to purchase a brand from those who are Very likely to purchase it.

Here's a breakdown of how the Overall NPI is calculated in the below chart:

Overall Net Purchase Intent (NPI) = 36% (Very likely) - 16% (Very unlikely) = 20

YScore+

YScore+ is an aggregate score that assesses young consumers' overall affinity for a brand. It is a score ranging from 0 to 100, where a score of 0 is "this brand has the poorest reputation" and 100 is "this brand has the highest reputation."

YScore+ is calculated as the average of each of the 5 Dimensions or 20 Diagnostic Measures, with each measure given equal weight, to create a holistic view of brand performance.

*YScore+ includes diagnostic measures added to the survey on March 23, 2020 (Reliable, Gets, Makes the World Better, Eco-Friendly, and Keeps Getting Better), so the earliest YScore+ data also begins on March 23, 2020.

20 YScore+ Diagnostic Measures

Each of the 20 diagnostic scores also range from 0 to 100, where for the example measure of "Cool," a score of 0 is "no one thinks this brand is cool" and 100 is "everyone thinks this brand is cool."

When asked to rate each brand in the diagnostics section of the survey, respondents have the option to select or not select a brand from the list for each diagnostic.

Here is a sample question:

[SHOW 8 (MOBILE) TO 16 (DESKTOP) BRANDS THEY ARE AWARE OF]

Multi-Response

Which of the following are COOL?

a) BRAND + logo

b) BRAND + logo

c) BRAND + logo

d )BRAND + logo

e) BRAND + logo

f) BRAND + logo

g) BRAND + logo

h) BRAND + logo

If you're looking for the definitions of each diagnostic measure, read this article.

5 Dimensions

The 20 diagnostic measures are organized into the 5 key brand perception pillars of Personality, Relevance, Influence, Momentum, & Corporate Social Responsibility.

For example in the below chart, Relevance = [43 (Cool) + 36 (Popular) + 30 (Gets You) + 27 (Express Who You Are)] / 4 = 34

A Cool score of 43 can also be read as "43% of respondents surveyed about [BRAND] indicated that it is cool."

YScore

Throughout the dashboard views you can still view brand performance by the old YScore, which consists of the original set of 16 Diagnostic Measures and 4 Dimensions (Personality, Relevance, Influence, and Momentum) that the YPulse Brand Data Platform was first launched with in January of 2018.

In addition to 5 new diagnostic measures, the key difference between YScore and YScore+ is that YScore includes a measure of purchase intent in the form of the retired Will Use/Buy question. This measure was replaced with 4-point Purchase Intent scale question on March 23, 2020. Will Use/Buy is still reported, but the underlying score is now a weighted conversion of the new 4-point scale.

Brand Snapshot > YScore

Score Comparison > Choose Measure

Brand Alignment > Brand DNA > Choose Score for Comparison

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