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Filtering statements by funnel metrics

Statements data can be measured and filtered in a few different ways, including by funnel metrics and whole category.

Filtering by Funnel metrics

Funnel metrics provide insight into how different consumers throughout the funnel perceive your brand.

These consumer groups include those:

  • Who are aware of your brand

  • Who would consider your brand

  • Who prefer your brand

  • Who have used your brand

Typically, the bottom-of-funnel filtering options (like Preference and Usage) will become available the longer you track with us.

Filtering by Whole category

Whole category is calculated based on ALL respondents who qualified for the category, whether they are aware of your brand or not.

This filter will include respondents who were not asked the statement question at all. Therefore, it typically displays smaller percentages as a proportion of the entire category.