Brand Health Metrics | Digital and Entertainment

Overview

is designed for digital, on-demand, and experience-driven categories, including streaming services, gaming platforms, social media, audio apps, and delivery services.

These are habitual but fluid categories - consumers frequently explore, adopt, and drop platforms, often with little planning or commitment.

Metrics	Questionnaire
Spontaneous/Unaided Brand Awareness Prompted Brand Awareness Brand Category Entry Point (Attribute/Image) Association Brand Usage Frequency Length of Time Usage Previous Brand Usage Brand Consideration Brand Barriers Brand Appeal Main Brand Brand Momentum Reason for Satisfaction with used brands Touchpoint Recall Prompted Ad/Communications Awareness Importance of Category Entry Points Purchase Influencers Category Feeling 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 statements that describe moments, needs, or situations when people might choose or think about [category name]. Please review each statement and indicate which, if any, of the listed [category name] you associate with that statement. You can select as many or as few [category name] as you like. It does not matter if you have actual experience with that particular [category name] or not; it is your opinion we are interested in. Which of these [category name] do you link with the statement 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 [category name] did you [category action] in the [category timeframe]? How often do you [category action] each of the following [category name]? How long have you [category action] these [category name]? Which other [category name], if any, have you [category action] in the past? Thinking about the next few months, how likely are you to [category action] each of the following [category name] ? For which, if any, of the following reasons would you not consider these [category name]? Overall how much do you like each of the following [category name]? Which of the following [category name] do you [category action] the most? Overall, do you think your use of each of the following [category name] is likely to… Which of the following aspects of the [category name] you [category action] are you satisfied with (if any)? 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 statements that people have linked to [category name]. Please read through the list and select those statements of greatest importance to you. Below is a list of statements that people have linked to [category name]. Please read through the list and select those statements of greatest importance to you. What days do you most often [category action] [category name]? At what times of day do you most often [category action] [category name]? Who or what most influences your decision to [category action] or choose a [category name]? When thinking about [category name] to what extent do you agree with each of the following statements? In your own words, please describe the most recent time you got food or drink from a [category name].

Metrics

Questionnaire

Spontaneous/Unaided Brand Awareness
Prompted Brand Awareness
Brand Category Entry Point (Attribute/Image) Association
Brand Usage Frequency
Length of Time Usage
Previous Brand Usage
Brand Consideration
Brand Barriers
Brand Appeal
Main Brand
Brand Momentum
Reason for Satisfaction with used brands
Touchpoint Recall
Prompted Ad/Communications Awareness
Importance of Category Entry Points
Purchase Influencers
Category Feeling 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 statements that describe moments, needs, or situations when people might choose or think about [category name]. Please review each statement and indicate which, if any, of the listed [category name] you associate with that statement. You can select as many or as few [category name] as you like. It does not matter if you have actual experience with that particular [category name] or not; it is your opinion we are interested in.
Which of these [category name] do you link with the statement 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 [category name] did you [category action] in the [category timeframe]?
How often do you [category action] each of the following [category name]?
How long have you [category action] these [category name]?
Which other [category name], if any, have you [category action] in the past?
Thinking about the next few months, how likely are you to [category action] each of the following [category name] ?
For which, if any, of the following reasons would you not consider these [category name]?
Overall how much do you like each of the following [category name]?
Which of the following [category name] do you [category action] the most?
Overall, do you think your use of each of the following [category name] is likely to…
Which of the following aspects of the [category name] you [category action] are you satisfied with (if any)?
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 statements that people have linked to [category name]. Please read through the list and select those statements of greatest importance to you.
Below is a list of statements that people have linked to [category name]. Please read through the list and select those statements of greatest importance to you.
What days do you most often [category action] [category name]?
At what times of day do you most often [category action] [category name]?
Who or what most influences your decision to [category action] or choose a [category name]?
When thinking about [category name] to what extent do you agree with each of the following statements?
In your own words, please describe the most recent time you got food or drink from a [category name].

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 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

Captures how often each platform is used or accessed. In digital categories, frequency acts as a proxy for both habit and relevance, showing which brands are most embedded in users’ daily routines. A decline in frequency often signals early disengagement or category fatigue.

Length of Time Usage

Measures how long respondents have been using each brand. This provides context for loyalty and lifecycle. Long-term users often drive stability, while new users reveal recent mental or social reach expansion.

Previous Brand Usage

Captures which brands respondents have used in the past but no longer do. This is valuable in platform categories with high churn since it identifies lapsed users and the degree of repertoire overlap between competitors.

Brand Consideration

Asks how likely people are to use or engage with a brand in the future. In fast-moving digital categories, consideration reflects both trial intent and re-engagement potential, offering an early read on growth or recovery opportunities.

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

Reflects enjoyment and overall sentiment toward each platform. Appeal is experiential; it measures not admiration from afar, but how much pleasure, utility, or satisfaction the platform is thought to deliver during use.

Main Brand

Identifies which service respondents use most frequently. This anchors understanding of dominant platform loyalty - which brand “owns” a user’s primary engagement in a crowded digital ecosystem.

Brand Momentum

A forward-looking metric capturing the expected direction of usage whether to increase, decrease or stay the same.

This measure reflects anticipated change in engagement, signaling whether a platform’s user base feels it is gaining or losing relevance. In digital ecosystems, momentum is often a leading indicator of churn or viral growth, bridging sentiment and future behavior.

Reason for Satisfaction

Identifies which factors contribute most to satisfaction - such as content quality, ease of use, reliability, variety, or value. This connects experience quality to retention potential, helping brands understand which features drive ongoing use and advocacy.

You can track up to 10 Satisfaction reasons.

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 respondents have come across or heard about platforms recently. This reveals which ecosystem touchpoints reinforce awareness and stimulate trial - particularly important in environments where discovery is algorithmic or peer-driven.

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.

Purchase Influencers

Identifies who or what drives discovery and adoption, such as friends, social media, influencers, online reviews, or app-store recommendations. This measure highlights the social and digital diffusion mechanisms through which awareness and trial spread.

Category Agreement Statements

These statements capture the dynamic and experimental nature of platform behaviour - curiosity, low commitment, and rapid churn, and provide behavioral context for interpreting engagement and momentum measures.

I often try out new platforms or apps just to see what they're like.	Indicates curiosity and low trial barriers, revealing how easily new brands can gain initial penetration.
I usually end up sticking with one main service rather than switching.	Reflects habit formation and platform consolidation - the eventual narrowing of choice once a routine is established.
I don’t think too much before signing up - I just give things a go.	Captures low cognitive entry, showing that adoption is often impulsive, driven by social or algorithmic exposure.
I quickly stop using a platform if it stops being interesting to me.	Highlights churn propensity - the fragility of engagement when novelty or relevance fades.