Brand Health Metrics | Lifestyle

Overview

This template is designed for style-led and expressive categories such as apparel, footwear, beauty, premium personal goods, and lifestyle retailers.

In these markets, consumers buy both for utility and identity. The products they choose say something about who they are or aspire to be.

Metrics	Questionnaire
Spontaneous Brand Awareness Prompted Brand Awareness Brand Attributes Primer Brand Attribute Association Brand Usage Frequency Brand Consideration Brand Barriers Brand Appeal Brand Favorite Brand Substitutability Uniqueness Prompt Ad Awareness Touchpoint Recall Category Purchase Drivers Category Purchase Frequency Past Purchase Channel Purchase Influencers Category Agreement Statements Custom Questions: + max 5 of your choice added at the set-up stage.	Thinking about [category name], please list all the brands that come to mind. Which of the following [category name] brands have you heard of before today? Next, you will see some occasions, needs or situations where people might choose brands of [category name] Please review each statement and indicate which, if any, of the listed brands you associate with that statement. You can select as many or as few brands as you like. It does not matter if you have actual experience with that particular brand or not; it is your opinion we are interested in. Which of these brands do you link with the occasion, need or situation below? Remember that you can select as many or as few as you like, or none of these, if none are relevant to the statement. Which of the following brands did you buy in the [category timeframe]? How often do you buy each of the following brands? How likely are you to buy each of the following brands when you’re choosing [category name] next? For which, if any, of the following reasons might you not consider these brands? Overall how much do you like each of these brands? Which of these [category name] brands would you say is your favorite? If your favorite brand was not available or didn't have what you wanted, which of these might you buy instead, if any? How unique or distinctive are each of the following brands from others? Which of the following brands of [category name] have you seen, heard or come across in advertising, promotions or other communications recently? Where do you think you came across or heard about these [category name] brands recently? Below is a list of occasions, needs or situations that people have linked to [category name]. Please read through the list and select those statements of greatest importance to you when you buy [category name]. In the last 3 months, how often do you buy [category name]? How or where do you typically buy [category name]? Who or what most influences your choice of [category name] brands? When thinking about [category name] to what extent do you agree with each of the following statements?

Metrics

Questionnaire

Spontaneous Brand Awareness
Prompted Brand Awareness
Brand Attributes Primer
Brand Attribute Association
Brand Usage Frequency
Brand Consideration
Brand Barriers
Brand Appeal
Brand Favorite
Brand Substitutability
Uniqueness
Prompt Ad Awareness
Touchpoint Recall
Category Purchase Drivers
Category Purchase Frequency
Past Purchase Channel
Purchase Influencers
Category Agreement Statements

Custom Questions: + max 5 of your choice added at the set-up stage.

Thinking about [category name], please list all the brands that come to mind.
Which of the following [category name] brands have you heard of before today?
Next, you will see some occasions, needs or situations where people might choose brands of [category name] Please review each statement and indicate which, if any, of the listed brands you associate with that statement. You can select as many or as few brands as you like. It does not matter if you have actual experience with that particular brand or not; it is your opinion we are interested in.
Which of these brands do you link with the occasion, need or situation below? Remember that you can select as many or as few as you like, or none of these, if none are relevant to the statement.
Which of the following brands did you buy in the [category timeframe]?
How often do you buy each of the following brands?
How likely are you to buy each of the following brands when you’re choosing [category name] next?
For which, if any, of the following reasons might you not consider these brands?
Overall how much do you like each of these brands?
Which of these [category name] brands would you say is your favorite?
If your favorite brand was not available or didn't have what you wanted, which of these might you buy instead, if any?
How unique or distinctive are each of the following brands from others?
Which of the following brands of [category name] have you seen, heard or come across in advertising, promotions or other communications recently?
Where do you think you came across or heard about these [category name] brands recently?
Below is a list of occasions, needs or situations that people have linked to [category name]. Please read through the list and select those statements of greatest importance to you when you buy [category name].
In the last 3 months, how often do you buy [category name]?
How or where do you typically buy [category name]?
Who or what most influences your choice of [category name] brands?
When thinking about [category name] to what extent do you agree with each of the following statements?

Core Brand Metrics

Spontaneous / Unaided Brand Awareness

Measures which brands come to mind first when consumers think about the category. This reflects spontaneous brand salience - how easily a brand surfaces in memory without prompting.

Unaided awareness is a strong indicator of mental availability but not in its entirety, since mental availability also depends on the range of buying situations and needs where the brand comes to mind

Prompted Brand Awareness

Captures recognition once a list of brands is shown. Together with unaided awareness, this shows the brand’s reach in memory and whether people recognize it when cued.

You can track up to 15 Brands.

Category Entry Point / Attribute Association

Respondents link brands to Category Entry Points (CEPs) or simple need-based statements and attributes.

This measure maps the contexts and situations that bring each brand to mind, forming the foundation of mental availability and mental equity. The more diverse the associations, the greater the likelihood the brand will be thought of across many buying occasions.

You can track up to 15 Category Entry Points.

Mental Market Share (derived from Category Entry Point / Attribute Association)

From Category Entry Point / Attribute Association, we calculate Mental Market Share — the proportion of all category entry point associations in the market that belong to each brand.

While traditional market share measures what is purchased, MMS measures what is thought of. It indicates a brand’s relative mental footprint within the category.

Tracking MMS over time allows users to see whether mental penetration is expanding or shrinking, and whether marketing activity is helping the brand come to mind in more buying situations, not just by more people and therefore the likelihood to grow.

Brand Usage Frequency

Tracks how often each brand is bought or used. It reflects physical availability and the brand’s penetration and repeat purchase rate, both key outcomes of sustained salience and accessibility.

Brand Consideration

Measures how likely consumers are to buy a brand in their upcoming purchase occasions.

It bridges mental and behavioral measures, showing whether a brand is not just known but also thought relevant and acceptable for future choice.

Brand Barriers

Identifies the main reasons consumers do not consider a brand - from practical constraints (price, availability) to perceptual issues (“not for me,” “poor quality”). Addressing these helps remove friction and expand the brand’s reachable customer base.

You can track up to 10 Brand Barriers.

Brand Appeal

In lifestyle categories, appeal reflects affinity and aspiration rather than simple liking. Tracking appeal helps identify latent demand, those who like the brand even if they haven’t yet purchased it.

Brand Favorite

Captures which brand consumers feel most connected to, either through style fit, values, or quality. In these categories, “favorite” is often less about usage frequency and more about emotional loyalty or identity resonance.

Brand Substitutability

Asks what alternatives people would choose if their usual brand were unavailable. Substitutability reflects style or identity overlap rather than functional equivalence.

Low substitutability indicates that the brand holds a distinct symbolic space in the category, an important indicator of long-term differentiation, especially in crowded fashion or beauty markets.

Brand Uniqueness

Assesses whether each brand is seen as individual, distinctive, and trend-setting. This is a crucial metric for lifestyle sectors, where success depends on standing apart and offering a clear point of view.

Distinctiveness fuels both salience and desire, supporting premium positioning and emotional loyalty.

Brand Touchpoint Recall

Measures which brands have been noticed in advertising or promotions recently. This indicates share of voice in memory, helping link marketing activity to refreshed brand salience. It is not a direct measure of effectiveness, but of mental presence created through exposure.

Touchpoint Exposure

Captures where people remember encountering brand communications across social, digital, in-store, outdoor, and interpersonal contexts. It helps to show which routes to memory activation are currently most visible and which channels reinforce the brand’s presence most effectively.

In lifestyle and fashion categories, exposure extends beyond paid media to social, influencer, and in-store experience channels.

Category Metrics

Category Entry Point Importance

Respondents select which Category Entry Points (CEPs) or simple need-based statements and attributes most influence their brand choice. These represent the category’s dominant entry points, the frames of reference within which brands must compete to be recalled, and provide valuable context to associations captured at a Brand level.

Category Purchase Frequency

Tracks how often people buy within the category overall. Understanding category-level frequency provides context for interpreting brand usage changes, indicating whether growth is brand-specific or category-wide.

Past Purchase Channel

Identifies where purchases typically occur (e.g. supermarkets, convenience stores, online). This reveals how consumers physically access the category and helps align distribution and shopper marketing strategies with real behaviour.

You can track up to 10 Purchase Channels.

Purchase Influencers

Identifies who or what shapes brand choice, from social media influencers and friends, to online reviews and store staff. In lifestyle categories, social and peer influence often outweighs advertising, so this metric helps users understand the social pathways to brand discovery and validation.

Category Agreement Statements

These statements describe the mindset and behavior typical of lifestyle shoppers, showing whether a category leans more toward trend-seeking or value-driven behaviour.

Statements

I enjoy trying new brands in this category.	Captures variety-seeking and openness to discovery, showing how dynamic and competitive the category is.
I prefer to buy from brands that consistently fit my style or identity.	Reflects identity alignment, helping users understand loyalty through emotional or stylistic fit rather than habit.
I usually decide quickly rather than spending time comparing options.	Indicates spontaneity in decision-making; high agreement implies fast conversion once mental availability and appeal are established.
I’m willing to pay more for brands that really fit my style.	Measures willingness to pay for self-expression and differentiation; valuable for premium and niche brands.
I usually look for the best deal or discount before buying.	Captures value sensitivity, showing where price still acts as a moderating force even in emotionally charged categories.