Understanding brand consideration

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.

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Definition

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 may not always be the best measure to assess advertising.

Where to start

A few years ago Kantar Millward Brown conducted a large scale exercise, exploring the relationship between survey measures and sales (Understanding, Measuring and Using...

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