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Why are the percentages on the Profile Tool different from the Funnel Tool?

The Funnel tool shows your brand health for a specific demographic. This could either be for all respondents or for those within a specific region.

For example, on the Funnel:

  • All respondents: 52% of all respondents might be aware of your brand

  • After filtering for the Auckland region: 36% of respondents in Auckland might be aware of your brand

But how is the Profile tool different?

The Profile Tool shows you the breakdown of brand health.

For example, it shows you:

  • "Of those that are aware of you, what proportion are from Auckland?"