An index score is a standardized metric used in consumer intelligence and market research to express how a particular group, brand, or response compares to a reference point, typically set at 100. A score above 100 indicates above-average performance or affinity; a score below 100 signals the opposite. Index scores are widely used in brand tracking, audience profiling, concept testing, and segmentation studies because they normalize raw data, making cross-market and cross-segment comparisons meaningful. For qualitative and mixed-method research teams, index scores provide a quantitative anchor that helps stakeholders interpret directional findings with greater confidence and consistency across studies.