🧢 Coach T’s Recap
Tracksuit's Double-indexing report adds an extra lens to the Statements data you’re already familiar with. It moves the conversation from performance to differentiation, helping you understand what your brand is distinctively known for.
This view is particularly useful for insights professionals looking to go deeper into brand positioning within the category.
How this fits with other reports
The Statements, Drivers, and Double-indexing pages all use the same underlying data, but each answers a different question:
How is my brand perceived? (Statements)
What brand statements actually influence choice? (Drivers)
Which of those brand statements truly differentiate us in the category? (Double-indexing)
How to interpret Double-indexing scores
The goal of Double-indexing is to identify the statements that truly distinguish one brand from another. It does this by adjusting for brand size and how common each statement is in the category, allowing you to compare each brand against what we'd expect for an 'average' brand.
Because larger or more familiar brands naturally score well on many statements, Double-indexing adjusts for this effect so you can see which statements truly differentiate brands regardless of how large or familiar it is.
The results are categorised and color-coded to show whether a brand performs above, below, or within the expected range for each statement (based on the standard deviation).
Score direction | What it means |
Positive (green) | Brand is more strongly associated with this statement than expected for a brand of its size. |
Negative (red) | Brand has a weaker association with this statement than expected for a brand of its size. |
Not significant (grey) | Brand performs as expected on this statement. |
What does this look like in practice?
Take Airbnb in the U.S. accommodation services category. On the Statements page, Airbnb scores 33% on ‘is a brand I trust’ among those aware. However, the Double-indexing score is -5, meaning Airbnb is actually underperforming on trust relative to what we'd expect for a brand of its size.
Meanwhile, ‘Is the first place I go for accommodation’ shows a positive score, signaling this is a perception Airbnb has distinct associations with.
The comparison table also lets you view these scores across every tracked brand at once, making it easier to see where brands are over-indexing or under-indexing on different perceptions.
When is this useful?
What you can do | What this unlocks for you |
Filter by Awareness or Consideration | Understand differentiation across funnel stages. |
Compare index scores across competitors | See which attributes your brand owns versus where competitors lead. |
Sense-check strong statement scores | Prioritize investment in the attributes your brand is distinctively associated with, not just those with the highest scores. |
Identify negative index scores | Spot perception gaps early and prioritize areas for brand improvement. |
Where to find this in Tracksuit
This report can be found in the Training Ground section of your dashboard.
Because this is a more advanced analytical view, it’s typically enabled for insight or research-focused users.
Can’t see it? Reach out to your Brand Champ. They can add it to your account at no additional cost.