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 Brand Equity; Dyson and Farr 1996).
The research found that Consideration – the consumer's predisposition toward the brand (in other words their likelihood of purchasing that brand next) did relate to sales. But the relationship was affected by three factors:
- The size of the brand – big ones achieve more sales for any given level of consideration (this relates to Ehrenberg Bass's Double Jeopardy concept; and the reality that consumers get more exposure to big brands).
- The type of consumer – Are they more attitudinally disposed to specific brands, or do they see the marketplace as a commodity where price is the key issue?
- The brand's relative price.