Brand Perception · Segment differences · Component
The differences
Where the pictures diverge, and by how much — because the divergence is more informative than any single group’s reading.
The deliverable
What it is
Customers hold a favourable view by construction; they chose you. The distance between their view and a non-customer’s is a measure of what stands between someone and becoming a customer.
That distance is one of the more useful numbers in brand work and it requires the segmented measurement to exist at all.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The divergences
Where two segments hold materially different views.
3 attributes: Attribute · Difference · Between
LearnThe conversion gap
What stands between a non-customer’s view and a customer’s.
3 attributes: Barrier · Gap size · Priority
Learn
The distance between customer and non-customer perception is a map of what stands between someone and buying.
The other components in segment differences
The segments
Which audiences are read separately, and why those — because an average across them describes nobody.
LearnThe internal reading
How employees and candidates see the brand, held against the external view — because the internal picture is the least reliable proxy and the most used.
Learn