Defines what brand consideration is, what generates it and how this may move over time, alongside a look at a large scale exercise by Kantar Millward Brown exploring the relationship between survey measures and sales.
Where to start |
Consideration is a commonly used measure on tracking studies, and is often used as a KPI for advertising. It relates to sales, but the relationship is a complicated one, and year-on-year changes in consideration tend to be small. Analysis suggests it