🧢 Coach T’s Recap
Awareness tells you that people know you exist, while the Knowledge report tells you how well they know you. Sometimes called ‘depth of awareness’, this helps you understand whether familiarity is strong enough to support consideration and purchase.
Awareness is about brand recognition. Knowledge goes one step further.
Two brands might have similar awareness levels. But one may be far better understood, more familiar, and more deeply embedded in consumers’ minds. That difference can meaningfully influence consideration and purchase decisions.
Knowledge helps you understand the strength of the relationship you’ve built, not just the size of your audience.
What does this look like in practice?
Knowledge is asked in the survey as:
How well do you know [Brand]?
I only know the name
I know a little about them
I know them very well
This question is asked of all brands in your competitor set, as long as the respondent is aware of the brand.
In your dashboard, the report breaks down awareness into these familiarity levels and calculates an overall knowledge score.
This helps you see:
Whether people mostly just recognize your name
Or whether they feel genuinely familiar with your brand
How your depth of knowledge compares to competitors
A higher knowledge score means a greater proportion of consumers say they know your brand well, not just by name.
Where to find this in Tracksuit
Knowledge lives in the Training Ground section of your dashboard.
Can’t see it? Reach out to your Brand Champ. They can add it to your account at no additional cost.
When is this useful?
Knowledge is especially valuable when you want to understand the quality of your awareness, not just the quantity.
What you can do | What this unlocks for you |
Assess awareness quality | See whether your brand is broadly known but shallowly understood, or deeply familiar to those aware of it |
Benchmark against competitors | Understand how your brand's familiarity compares to others in the category |
Connect knowledge to consideration | Understand whether stronger familiarity drives higher consideration and conversion rates |