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The BrandTrends methodology

BrandTrends provides the world's most comprehensive brand-tracking system for entertainment, sports, and influencer brands. This page summarizes how we collect and structure the data so you can interpret your reports with confidence.

What we measure

Every wave measures six complementary dimensions of brand performance:

  • Unaided awareness — brands volunteered "top of mind" by consumers, no prompting.
  • Aided awareness — recognition of a tested list of brands in the category.
  • Attitudes — brand appeal, favorites, Net Promoter Score, and brand trust.
  • Engagement — ownership of branded products and date of last purchase.
  • Purchase intentions — future purchase intent, plus the Consumer Demand Gap and purchase intent across 18 product categories.
  • Streaming sources & retail visitation — where consumers discover brands and where they shop for branded products.

The Brand Engagement Journey

These dimensions are organized into a four-stage journey that mirrors how consumers actually engage with a brand:

  1. Awareness — salience and recognition across audiences.
  2. Attitudes — sentiment, favorites, loyalty, and trust.
  3. Ownership — real-world engagement through ownership and last purchase.
  4. Purchase intentions — forecast demand across 18 product categories and identify licensing potential.

The Brand Popularity Index (BPI)

The BPI is a composite index exclusive to BrandTrends. It lets you compare any two tested brands on a single number across ages, genders, waves, and countries. It is computed by applying weightings to four awareness and attitudinal measures:

  • Unaided awareness
  • Aided awareness
  • Brand attitudes
  • Top-three favorites

Note: BPI can only be calculated for specifically tested brands, as unaided-only brands carry potential response bias.

Audience segmentation — 9 reports, separated by gender

To reflect how preferences change with age, we deliver 9 distinct reports, with girls and boys analyzed separately for the most accurate reading possible:

  • Infants — 0–2 years old (parents answer for the child)
  • Preschoolers — 3–6 years old (parents answer for the child)
  • Children — 7–9 years old (child answers under parental supervision)
  • Tweens & Teens — 10–14 years old (child answers under parental supervision)
  • Young Adults — 15–25 years old
  • Adults — 26–35, 36–45, 46–55, and 56–65 (four separate segments)

Data is kept unweighted, and sample sizes remain consistent across waves so trends over time are directly comparable.

Global coverage

Reports are available in 42+ countries across five regions:

  • North America (3): USA, Canada, Mexico.
  • Latin America (5): Brazil, Argentina, Colombia, Chile, Peru.
  • Europe-MEA (21): Belgium, Bulgaria, Czech Rep., Denmark, France, Germany, Greece, Hungary, Israel, Italy, Netherlands, Poland, Portugal, Romania, Spain, Sweden, Switzerland, UK, Turkey, Saudi Arabia, U.A.E.
  • Asia (12): China, Hong Kong, Taiwan, India, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Thailand, Vietnam.
  • Oceania (2): Australia, New Zealand.
  • Africa (1): South Africa.

Total fieldwork: over 70,000 interviews per wave, with per-country sample sizes ranging from ~500 to ~6,000 depending on the market and number of waves.

Full reporting — what's in every report

  • Awareness: unaided awareness (top of mind) and total aided awareness for the tested list.
  • Demographics: household size, composition, gender, age, occupation, income, and region.
  • Brand Popularity Index (BPI): the composite index described above.
  • Attitudes: appeal on a 5-point scale, favorites (including "most favourite"), NPS, and trust.
  • Streaming sources: access to VoD services and origin of brand awareness.
  • Brand Matrix: correlation between BPI and interest in buying branded products.
  • Retail visitation: where parents or guardians shop for branded products for their children.
  • Ownership: ownership of anything with the brand on it, and when the last purchase was made.
  • Purchase intentions: intent overall, by timing, and by 18 product categories.
  • Consumer Demand Gap: the gap between current owners and future intenders.

The BrandTrends Suite

Eight trackers and data providers sit under the BrandTrends umbrella:

  • BrandTrends Entertainment — top 30 entertainment brands, 0–65 years old.
  • BrandTrends Shows & Series — top 30 TV shows and series, 0–65 years old.
  • BrandTrends Sports — top 30 sports brands, 7–65 years old.
  • BrandTrends Social Influencers — influencer popularity and purchase efficiency, 10–65 years old.
  • BrandTrends Food & Drinks — food and beverage brands, 3–65 years old.
  • BrandTrends Licensing — evaluate your brand's viability as a licensable asset.
  • BrandTrends Forecasting — predict brand and license popularity up to two years in advance.
  • MyBrandTrends — your own tailored tracker for a chosen industry, demographic, and geography.

Questions about methodology?

Our research team is happy to walk you through any aspect of the methodology. Contact the sales team for a full methodology session, or submit a ticket for specific questions on your reports.