Funnel · step 1 of 4
Brand Perception
What do consumers think about your brand, and which characteristics do they connect with it?
Where should the brand position itself?
When the board asks for proof, anecdotes aren't enough. You need perception, segments, and where the category is moving.
BrightLeafBrand imageN = 10,000Error margin ±1.0
Brand image · US vs Germany · % who agree
- Natural ingredients 48%52%
- Refreshing 44%41%
- Easy to find Gap of 10+ pts36%21%
- Good value Gap of 10+ pts31%18%
- US
- Germany
Germany still sees BrightLeaf as natural, but far fewer find it easy to find or good value. Those are the same two barriers holding back consideration.
Illustrative data · BrightLeaf, Sparkling Tea · Wave 06-2026
The metrics behind it
What answers “Where should the brand position itself?”
The metrics that answer this question.
Funnel · step 1 of 4
Brand Fit
How well does your brand fit what consumers want from the category?
Funnel · step 2 of 4
Consideration Barriers
For those aware but not considering, what's holding them back?
All part of the 30-metric framework:
Awareness & ReachLoyalty & PreferenceChannels, Value & Competition
How it works
From the question to the next wave.
Three steps. The dashboard updates when the wave is in — one-time, or on the cadence you set.
- 01
Get the baseline
How the population being studied sees the brand and category, wave over wave.
- 02
Find where you can win
The market and position with the most room to grow.
- 03
Take it into the meeting
Bring the evidence, and ask Scope to pressure-test a cut first.
Also
Other questions, same tracker.
Brand health trackingIs our brand getting healthier?Competitor benchmarkingWhere do we lead, and where do we trail?Ad & awareness trackingWhich channels drive our awareness?Purchase funnel trackingWhere does our funnel leak?Shopper insightsWhere and how do shoppers choose?Audience & segmentationWho are our buyers, really?Usage & occasionsWhen and why do people choose us?
Bring evidence to the next strategy decision.
A 30-minute call, or just let us know what you need.