Glossary

Basic unit

The set of all the elements about which information is to be provided. A sample is a subset of this basic unit. As a rule, the aim is to draw conclusions about the features of the basic unit by considering a sample.

BASS (Brand ASsessment System)

Example of an integrated intelligence approach tool. Data from the GfK ConsumerScan consumer panel and from image and brand research are combined to assess the psychological value (attractiveness) and monetary value of a brand.

Benchmarking

Data used to compare performance characteristics. Key figures from different companies, products and work processes are compared, weak points are identified and as a result, performance can be improved.

Brand ID

Tool used in the HealthCare segment. Used to measure brand perception and brand strength of prescription medicines and to identify the features which result in improved market positioning.

Brand simulator

A model based on consumer panel data to optimize marketing mix strategies.