This article summarizes the significance threshold feature in the brand health portals (US CBD and Canada).
An update to how Brightfield determines significant increases or decreases within the brand funnel summary tab was implemented to strengthen the meaningfulness of each shift.
Previously (W4 2020 and earlier), increases or decreases were flagged with an upward or downward-facing arrow to showcase a positive or negative shift in awareness/consideration/purchase/loyalty metrics, even if the shift was minor.
Now, significance testing has been implemented to showcase meaningful and statistical differences wave over wave. This feature update will better help users understand how their brand is performing, wave over wave, from a reliable and valid perspective leveraging an industry-standard confidence interval of 95%.
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