Market Share and Market Concentration
This metric is measured by: Unit Sales / Total Market Unit Sales
What is market share?
This is a measure of how well a category performs within a market segment, relative to its performance in the market, overall.
What is the category development index?
This is also known as Share of Wallet.
What is share of requirements?
These measures are often part of companies’ ongoing “tracking” studies.
What are awareness, attitudes, and usage?
This measure specifies the percentage of customers who report that their experiences exceed their goals.
What is customer satisfaction?
This technology provides a record of where visual attention is directed.
What is eye tracking?
This metric assesses comparative market strength.
What is relative market share?
This index is measured by: Brand Sales in a segment / Total Brand Sales in the market)
What is the brand development index?
This measure if the ratio of the average category usage for the customers of a brand to the average category usage of all customers.
What is the usage index?
“Have you heard of Brand X?” is an example of a question that aims to capture this metric.
What is awareness?
Word-of-mouth marketing is captured by this metric.
What is willingness to recommend?
This technique tracks blood oxygen level dependent brain tracking to measure brain activity.
What is a fMRI (functional magnetic resonance imaging)?
This matrix measures relative share and market growth.
What is the BCG Matrix?
This is a measure of brand or category popularity.
What is penetration?
The difference between these two measures is that one indicates loyalty to a brand while the other measures how heavily a brand’s users consume in the category
What are share of requirements and usage indices?
This is an assessment of customers’ stated willingness to behave in a certain way.
What is an intention?
This metric is measured by percentage of customers willing to delay purchases, change stores, or reduce purchase quantities to avoid switching brands.
What is willingness to search?
This measures brain waves by frequency and amplitude.
What is an EEG?
This metric is the total of the market shares held by the top three competitors in the market.
What is the three-firm concentration ratio?
This metric is measured by: # Customers Who Have Purchased the Brand / # Customers Who Have Purchased a Product in the Category.
What is penetration share?
This refers to the phenomenon when brands with low market share almost always have lower penetration share and lower share of requirements.
What is double jeopardy?
The first brand that comes to mind when a customer is asked in an unprompted question about a category.
What is top of mind awareness?
This metric categorizes customers into promoters, passives, and detractors.
What is the Net Promoter Score?
This is a measure of the time delay in responding to choice and judgment tasks.
What is response latency?
This metric is calculated by adding the squares of the individual market shares of players in the market.
What is the Heifendahl Index?
These measures quantify how well a brand and category are performing within a segment, compared to its average performance among the total market.
What are the brand development and category development indices?
This measure can be calculated by: Market Share / (Penetration Share x Share of Requirements).
What is the usage index?
Brand/product knowledge is a part of this AAU metric.
What is awareness?
Satisfied but unenthusiastic customers are known as this group in the net promoter scoring system.
What are passives?
This technique helps to identify a person’s reaction to a stimulus like an advertisement.
What is a facial action coding system?
This metric will be lowest when all market shares were equally distributed.
What is the Heifendahl Index?
This metric can be expressed as: Penetration Share x Share of Requirements x Usage Index
What is market share?
This is measured by: # Customers Who Buy Only the Brand in Question / Total # Brand Customers
What is sole usage?
This question is an assessment of which AAU metric? "On a scale of 1 - 5, indicate the degree to which Brand X is for you."
What is an attitude?
This refers to a problem in satisfaction studies that is a result of disgruntled customers being more likely to voice their opinions.
What is response bias?
These measures tell us about non-conscious consumer reactions.
What is neuro-marketing (or neuroscience)?