Why is awareness and consideration the same for my brand?

In cases where awareness is less than consideration, we make an adjustment to ensure that awareness is at least as much as consideration under the rationale that you cannot consider a brand that you’re unaware of.

Sometimes, respondents are not aware of a brand on the first prompting but then recall the brand on later prompting, which explains why awareness can sometimes be lower than the metrics further down the funnel and why we then adjust it upwards.