This article summarized the change made to our US CBD Brand Health survey and implications to data in the platform.
Change
Brightfield Group’s Brand Health survey measures the purchase funnel (aided awareness, consideration, purchase, repurchase intent) for 47 CBD brands in the United States (as of the Q4 2020 fielding).
In an effort to most accurately gauge consumer awareness of so many brands, we updated our method of asking about aided awareness in the Q4 2020 survey. Rather than including all brands on a single page for respondents to choose from, the list of brands was divided into three separate pages, with brands randomized on each page. This allows respondents to more thoughtfully consider the list of brands and choose those they have seen or heard of.
Implications
As a result of this change, all brands saw increased levels of aided awareness in Q4 2020 when compared to Q3 2020. On average, brands saw a 5-6 percentage point increase in aided awareness in Q4 2020. Results relating to other parts of the funnel (consideration, purchase, repurchase intent) do not appear to be significantly impacted by this change.
We believe that the Q4 2020 results provide a more accurate view of aided brand awareness across the many CBD brands that are covered in this study. We will continue to track this data point over time and analyze trends in consumer awareness and purchasing patterns.
Have more questions about our surveys? Use the Knowledge Base to find an answer or ask in the support form.