All Articles

While men have led the rapid drop in consumer perception of the NFL in the wake of the Ray Rice and Adrian Peterson controversies, women have shown early recovery trends since this past weekend. However, for both genders, the numbers are still deeply negative. To measure consumer perception, YouGov BrandIndex utilized its Buzz score, which asks respondents "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?" Buzz score can range from 100 to -100, with a zero score equaling positive and negative feedback. All measurements ... read more


Home Depot’s consumer perception just reached a two-year low after confirming last Monday that customers who used credit cards at its North American stores in the past six months may be impacted by a data breach, according to YouGov BrandIndex, the only daily brand consumer perception research service. YouGov BrandIndex measured Home Depot with its Buzz score, which asks respondents "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?" Buzz score can range from 100 to -100, with a zero score equaling positive and negative ... read more


A week after announcing it will stop selling tobacco one month earlier than targeted, recently re-branded CVS Health has reached consumer perception levels of category leader Walgreen’s for the second time this year and invigorated its potential sales. Back in February when CVS went public with its intention to stop selling tobacco products, the announcement appeared to give a bump to the drugstore chain’s perception, leading to a 10-day run where it equaled Walgreen’s scores. CVS is on a similar trajectory this time, but it remains to be seen how long the boost will last. Since February’s initial announcement, CVS ... read more


Burger King is undergoing what seems to be a backlash for its August 26th announcement that it is buying Canadian-based donut/coffee chain Tim Hortons for $11 billion. It has been widely reported that Burger King would move its headquarters to Canada, thereby saving millions in U.S. taxes.The Miami-based burger chain is experiencing its worst consumer perception levels in four-and-a-half years. It could not have come at a more inopportune time: as YouGov BrandIndex reported a week before the announcement, Burger King’s perception among fast food eaters has been on the rise since the beginning of the month, while the other ... read more


The more frequently people fly the more they expect to be able to recline and the more tactics they are likely to adopt to defend their space.     Many frequent fliers (those taking 4 or more flights a year) are aware of the Knee Defender. 41% of those frequent fliers had heard of the gadget before all the recent publicity, compared to only 24% of the general public.  Frequent Fliers Defend Their Space One third (33%) of the general population think that it is impolite to fully recline on a short flight (less than 4 hours) compared to only ... read more


In acquiring Canadian-headquartered coffee shop chain Tim Hortons, Burger King gets a chain with high marks in value and quality perception but less than a third of the brand awareness of its U.S. rivals. With 866 outlets in the U.S., compared to 4,546 in Canada, only 30% of U.S. citizens are aware of the brand, compared to more than 90% for the far bigger Dunkin Donuts and Starbucks. However, in the eyes of consumers, Tim Hortons is very competitive on the value and quality fronts. And with increased investment from Burger King, Tim Hortons could close the awareness gap through ... read more


According to the Identity Theft Resource Center there have been 447 data breaches so far in 2014 exposing over 11 million records across a number of industries. From 2012 to 2013 the number of breaches identified as "hacking" has increased by just over 20%, from 129 to 160 breaches. Understandably, Americans have become more concerned about security with 47% reporting to be more worried about cyber security this year than last year. This past April a security bug in OpenSSL (the protocol used to secure everything from Facebook to Etsy) called Heartbleed threatened to expose private account information to hackers. ... read more


Kmart, Forever 21 and Target have made the biggest strides in purchase consideration among parents over the past 30 days. Kmart is also the leading Value improver during the time period. While these gains have undoubtedly strengthened the three brands, which are already in the top 10 of purchase consideration scores, Kmart and Forever 21 are in an increasingly tightening pack of back to school retailers where no chains have broken out to catch up with the top tier of Walmart, Target, and Old Navy. Over the past 30 days, most retailers find themselves in “back to school perception gridlock,” ... read more


While perception of the big three burger chains has been moving recently in different directions, driven by news, menu items and other factors, one thing still remains relatively un-impacted: more fast food eaters say they have bought meals at McDonald’s over the past 30 days than Burger King or Wendy’s by a wide margin. Here’s how each of the chains has seen their perception change lately: Burger KingMaybe it was the phasing out of the low-calorie Satisfries. Or maybe it was the heralded revival of Chicken Fries. Burger King’s perception among fast food eaters has been on the rise since ... read more


Colgate’s consumer perception reached a 14-month low a little over a week after Bloomberg News revealed their Total toothpaste contains triclosan, which has been linked to cancer-cell growth and disrupted development in animals. Since the August 11th story, Colgate lost two-thirds of its YouGov BrandIndex Buzz score, which asks respondents: "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?" Colgate’s Buzz score dropped from 17 on August 8th to 6 on August 18th. Buzz score is measured on a scale of of -100 to 100 ... read more