SPORTS HAS A PROBLEM…BEING WOKE AIN’T HELPING

  • The composition is defined as the totality of the group measured. When you see “8% Composition,” it means, 8% of the group studied believes in X (or 92% doesn’t believe in X).
  • Index: Consider Index as a thermometer reading. The average American has an index score of 100 on any issue, brand, etc. Anything under 100 means the consumer doesn’t care at a high enough level and we shouldn’t market to them on that issue or message. If the Index is over 100 — that is considered a higher intensity level on that issue or message
  • A high composition + a high index = most important data to take action on.

--

--

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Phillip Stutts

Phillip Stutts

876 Followers

Founder/CEO: Win Big Media | Founder: Go Big Media | Repped by Vayner Speakers & Keppler Speakers | Author: “Fire Them Now: The 7 Lies Digital Marketers Sell…”