🧢 Coach T's Recap
The Statements page gives you a consistent view of how your brand is perceived across the funnel, across competitors, and over time. Use it to spot gaps, track what’s changing (and where), and sharpen your strategy.
Statements are aided perceptions. We ask consumers how much they agree with a consistent set of brand attributes, like trust, quality, or value. These are usually traits brands want to be known for or that drive consumer behaviour. Unlike top-of-mind perceptions (found on the Imagery page), respondents see the same list of statements, making it easier to compare across brands, time, and audience segments.
You can use this page to explore questions like:
Are we more trusted than our competitors?
Is our messaging landing as we grow brand awareness?
Do users and non-users perceive us differently?
The Statements page helps answer these strategic questions and track how perceptions change over time.
Put into practice
Here’s how to use Statements to uncover insight and drive brand strategy 👇
Track perception shifts across the funnel
See how agreement with key brand attributes changes as people move from awareness to preference.
For example, “50% of people aware of us think we’re value for money, but 80% of those who use us agree, showing value perceptions resonate most with customers.”
Spot gaps between awareness and preference
Identify where perceptions drop off and refine your brand strategy to close the gap.
Example: “Only 20% of people aware of us agree that we’re a trustworthy brand, but that jumps to 60% among those who prefer us. We may need to build more trust earlier in the funnel.”
Compare to competitors
Understand how your brand perceptions compare to competitors at each funnel stage, helping you spot opportunities for improvement or differentiation.
For example, “Our brand’s quality perception is strong in awareness (65%) but we're actually ranked at the bottom of the pack. If this attribute is a driver of the category, let’s review how we can close the gap.”
Track shifts over time
Keep an eye on how brand perceptions are changing over time, and check whether those shifts are happening at the right stage of the funnel based on your goals.
For example, “After landing distribution with a trusted retail partner and being in market for 6 months, we saw a significant increase in trust perceptions among those aware of our brand."
Understand visibility in the market
Use the Whole category view to see how well key brand perceptions are landing across the entire market, including those not yet aware of you. This helps you understand whether your brand is building awareness and reputation in tandem.
For example: “As our awareness grew from 15% to 25%, agreement with 'good value for money' in the whole category also increased showing our messaging is cutting through as we reach more of the market.”
Go deeper with demographic filters
Once you've explored funnel and category-level perceptions, slice the data by demographics to uncover even richer insights. Want to know how a younger demographic perceives how relatable your brand is? Or how value perception changes by region? It’s all just a filter away.