Segment differences · The internal reading · Element
The employee view
What people inside believe the brand stands for.
The part
What it is
Asked with the same instrument as the external research, so the two are comparable rather than approximately similar.
Also asked what they think customers believe, which is a separate and revealing question.
The smallest level
The attributes it carries
Each attribute is one of the framework’s shared types. What a date is, and how it is written, is defined once for the whole model — the note here says what it means in this particular place.
Believed customer view
What they think customers think, which is usually wrong in a consistent direction.
Measure shared type