Awareness · The comparison · Element
The competitor set
Which brands are measured alongside.
The part
What it is
The set has to match the comparison set customers actually use, not the peer group the organisation identifies with.
It should be stable between waves, with additions noted, or the trend is measuring the set.
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.
In set since
Whether they were in the previous wave, since additions break comparability.
Choice shared type