Brand Profile LOGITS Analysis

Used to better understand how a brand genuinely distinguishes itself from other brands. LOGITS adjust ratings to minimize the influence of two behaviors that can bias brand ratings.

  • Larger share or more popular brands tend to get higher ratings overall and smaller share or less popular brands get lower ratings overall.
  • Certain attributes get higher ratings across the board while other attributes may get lower ratings across the board.

The adjusted data creates a Brand Profile which shows the most differentiating associations for each brand of interest.