The first question in every BrandFAQs study asks, “What’s your overall impression?” The second question asks how likely your respondents are to recommend you to others (or indeed if they have already done so). The combination of these two “first impression” responses provides the basis for your Net Champion Score. Everything else you learn from the study provides important texture and actionable detail underlying this composite score.
Your Net Champion Score provides a composite profile of how your brand is being perceived and the word of mouth that it’s generating in the marketplace.
For the CEO or board member with little time, the health of the brand boils down to whether the Net Champion Score is trending up or down and by how much.
