Brand funnel & KPI snapshot
See where your brand loses buyers
One survey measures each stage of the funnel for your brand and the brands you compete with. You see the stage where you lose the most people, and whether your rivals lose them there too.
The funnel, stage by stage
Share of all owners- Aware84%
- Would consider33%
- First choice16%
- Bought, 3 months14%
- Would recommend11%
Biggest drop−51 ptsAware → would consider
Aware → consider
Of the aware, would consider
Known against converted
- Stages asked in a fixed order
- You and four rivals
- Up to 5 audience groups
Ask the study
Where do we lose the most people?
Between aware and consider: 39% of owners who know you would consider you. For Brand B it is 61%.
Numbers checked against the data
Questions it answers
- Where do we lose the most buyers?
- Is the gap ours, or the whole category’s?
- Should we spend on reach or on persuasion?
- Why would people who know us not consider us?
- Which rival converts better than we do?
Why it matters
One number rarely tells you what to fix
High awareness can hide weak consideration. Loyal buyers can hide a brand that too few people have heard of. Look at one measure on its own and you cannot tell which stage is holding the brand back. A funnel puts the stages side by side, for you and for each competitor, so the weak link shows. It also tells you if a gap is yours alone or one the whole category shares.
Most people are lost between aware and consider
How it runs
How the snapshot works
One survey, every stage, your brand and the brands buyers really choose between.
- 01
Name the brands and the buyers
List your brand and the competitors buyers really choose between. Then decide who to ask: all US adults, or only people who buy the category.
- 02
Ask the stages in a fixed order
Brand names come first without help, then from a list, then consideration, first choice, recent purchase and recommendation. This order stops earlier questions from leading later answers.
- 03
Add the reasons
People who know your brand but would not consider it say why, in their own words. Their answers are grouped into themes.
- 04
Read the drop-offs
For every brand, we work out what share of people at one stage reach the next. Your biggest drop, set against your rivals' drops, shows where to act.
Stage by stage
Example: a dog food brand checks its funnel before a relaunch
YouBrand B
- Aware84%61%
- Biggest drop: 51 points for you, 24 for Brand B
- Would consider33%37%
- First choice16%19%
- Bought, 3 months14%17%
- Would recommend11%13%
One survey, five brands
You and four rivals, among US dog owners who buy dry food
Aware → consider
Of the owners who know each brand
Why they know you but would not consider you
- Not sure what is in it41%
- Prefer grain-free food22%
- Costs more than my usual18%
“I’d want to know what’s actually in it first.”
Same questions, ready to repeat
The relaunch budget goes to reasons to consider
Aware
Most owners know the brand
The survey covers your brand and four rivals among US dog owners who buy dry food. Names come first unaided, then from a list. Your awareness is the highest of the five.
Aware: highest of the five
Consider
Far fewer would consider it
Only 39% of the owners who know you would consider you. Brand B is known by fewer owners, but turns more of them into people who would consider it.
Biggest drop: aware to consider
Why not
The reasons behind the drop
Owners who know you but would not consider you say why, in their own words. Grouped into themes, their answers point to doubts about ingredients.
Theme: doubts about ingredients
Decide
Spend on reasons to consider
The relaunch budget goes to reasons to consider, not more reach. The questions stay the same, so this survey can become the first wave of a tracker.
Becomes wave 1 of a tracker
KPI definitions
The KPIs in the snapshot
Asked in a fixed order, from brands people name unaided to brands they would recommend.
- KPI 01
Unprompted awareness
Which brands come to mind first, before any list is shown.
- KPI 02
Prompted awareness
Which brands people say they know once they see the names.
- KPI 03
Familiarity
How well people feel they know each brand they have heard of.
- KPI 04
Consideration
Which brands would make the shortlist for their next purchase.
- KPI 05
First choice
The single brand they would pick today.
- KPI 06
Bought recently
Brands bought in the last three months.
- KPI 07
Would recommend
Brands they would suggest to a friend.
- KPI 08
Conversion
The share of each stage that reaches the next.
What you get
What you get
One read of the whole funnel, with the stage to fix called out.
- 01
A funnel for every brand
Each stage as a share of the audience, for you and each competitor, on one chart.
- 02
Stage-to-stage conversion
The share of people at each stage who reach the next, so a smaller brand is not judged on reach alone.
- 03
The biggest drop, called out
The stage where you lose the most people, and how that compares with the brands you compete with.
- 04
Reasons for rejection
Why people who know you would not consider you, grouped into themes with quotes.
- 05
Cuts by audience group
Compare up to five groups, such as age bands or heavy and light buyers, with significance markers.
- 06
Deck and data
Charts as a PowerPoint deck, and the data as an Excel workbook or CSV files.
Choosing the method
When to use it, and when not to
Use it when
You need one clear read of the funnel before a relaunch or a budget decision.
Brand health tracking
When you need to see the funnel move over time, wave by wave.
Use insteadCompetitor research
When you need to know why buyers choose a rival over you.
FAQ
Questions, answered
How is a snapshot different from a tracker?
A snapshot is one survey at one point in time. A tracker asks the same questions on a schedule. If you keep the questionnaire and quotas unchanged, a snapshot can become the first wave of a tracker.
How many competitors should we include?
The ones your buyers really choose between. Every extra brand adds questions for every respondent, so a long list makes the survey longer and the answers less careful.
Will you score us against industry norms?
No. We do not have our own norms yet and will not make them up. You are compared with the competitors in your study, and later with your own next wave.
Can we build the snapshot ourselves in CatalyseAI?
Yes. The brand templates include a funnel grid, prompted and unprompted awareness and consideration questions, and the audience step sets who answers. A funnel template with its own funnel chart is planned.
Related
Goes well with
Get a read on your funnel
Send us your brand, the competitors you worry about and the buyers you care about. We will reply with a questionnaire and a plan.
Nearest office: Orlando, FL (corporate office)