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EditorialDesirable Brands Tracker
Which brands people actually want to be seen with: an 8-question desirability read that captures aspiration and social currency, not just awareness.
- Audience
- Category-engaged consumers, 16–55
- Cadence
- Annual
- Interview length
- 15 min
- Interviews / wave
- ~7,280
- Markets
- 6 markets
What this program will answer
Which brands people actually want to be seen with: an 8-question desirability read that captures aspiration and social currency, not just awareness.
Example corpus question
“Which brands are gaining desirability faster than they're gaining buyers?”
- Full wave reports: charts, verbatims, video clips
- Questions between waves, answered from real interviews
- Sample design and quotas published in full, every wave
How it launches
8-question desirability instrument; ranks named brands per category from wave 1.
Radical sample transparency
Every Foundations program publishes its full sample design and fieldwork stats. Here is the planned design for this one.
140
participants per week, planned
Annual
wave cadence
15 min
interview length
6 markets
fieldwork markets
Planned audience & quotas
- Audience: Category-engaged consumers, 16–55
- Annual waves of ~15 min AI-moderated interviews
- Market quotas across US, UK, DE, FR, NL, BE
- Age, gender, and category quotas published in full at launch
Full sample stats (n to date, distributions, and achieved quotas) publish with wave 1.
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