Forum Discussion
Market Study Brand Funnel
Dear all,
my colleague and I are currently working on creating a report to visualize the results of a market research. In this report, we want to show a brand funnel covering the steps awareness, consideration, purchase and advocacy for 5 brands in the market. We have received the data from our market research institute in a way that we have a column for each brand for each stage of the funnel. Therefore, we have 5 (one for each brand) columns for the brand awareness stage and so on. For the analysis, we have already merged the columns, added an index and unpivoted the brand column as well as created a measure to count how many times a brand was chosen in each funnel stage. Hence, we now have an overview for each stage, however, we want to have an overview per brand such that you can see how the brand performs along the funnel in one visual. How can we achieve this?
Please let me know if there are any questions we would still need to answer for you to provide help!
Thank you and best regards,
Verena
Based on the provided description, it is difficult to understand what you are trying to achieve and what the goal is.
In order to make it easier to advise on which visualization to choose, I would appreciate the following clarifications:
- What exactly are you measuring at each stage of the funnel? (Quantity of something, time, something else?)
- Is the comparison between brands or are you looking at each brand separately?
- Who is the audience for this report?
I would also recommend attaching a sample of the data or a link to the PBIX file.
Hi again Batten_Company
You should bring this table to the form :Brand Funnel stage QTY a Awareness 10
a Consideration 8 a Purchase 5 b .... ... b .... b ... ..... Create a simple ranking chart like mine on the attached picture (+ filter/slicer for selecting a brand)
In your case, the KPIs will be the stages of your funnel.
If this post helps, then please consider Accepting it as the solution to help the other members find it more quicklyAttach your table example not as a screenshot and I will try to help.
Or try to use the linked guides :
https://www.youtube.com/watch?v=ESap6ptV8fIhttps://www.youtube.com/watch?v=aEezNicgHkE
If this post helps, then please consider Accepting it as the solution to help the other members find it more quickly
5 Replies
- Ritaf1983
Super User
Based on the provided description, it is difficult to understand what you are trying to achieve and what the goal is.
In order to make it easier to advise on which visualization to choose, I would appreciate the following clarifications:
- What exactly are you measuring at each stage of the funnel? (Quantity of something, time, something else?)
- Is the comparison between brands or are you looking at each brand separately?
- Who is the audience for this report?
I would also recommend attaching a sample of the data or a link to the PBIX file.
Hi Rita,
Thanks for your quick reply!
To answer your questions:
1) We are measuring how many people in the sample population know the brand, would consider buying from the brand, bought from the brand and are loyal to the brand (using a net promoter score). Therefore, we are measuring quantities.
2) We want to look at the funnel for each brand separately to be able to compare their performance at each stage.
3) The audience is the top management of one of the brands, for which we have conducted the market research. They are our clients.
Unfortunately, we cannot provide the data as it is confidential. However, I have created a simplified version. You can find it here:
Brand Awareness_Brand1 Brand Awareness_Brand2 Consideration_Brand1 Consideration_Brand2 Purchase_Brand1 Purchase_Brand2 NPS_Brand1 NPS_Brand2 1 1 0 1 #NULL! 1 #NULL! 9 1 1 1 1 1 1 6 8 1 1 1 1 0 1 #NULL! 8 1 1 0 1 #NULL! 0 #NULL! #NULL! 1 1 1 0 1 #NULL! 10 #NULL! 0 1 #NULL! 1 #NULL! 1 #NULL! 10 1 1 1 1 1 1 7 8 1 0 1 #NULL! 1 #NULL! 10 #NULL! The #NULL-Error just indicates that the respondent has not received the question because they exited the funnel at an earlier stage.
Please let me know, if there are any further questions that need clarification! 🙂
- Ritaf1983
Hi again Batten_Company
You should bring this table to the form :Brand Funnel stage QTY a Awareness 10
a Consideration 8 a Purchase 5 b .... ... b .... b ... ..... Create a simple ranking chart like mine on the attached picture (+ filter/slicer for selecting a brand)
In your case, the KPIs will be the stages of your funnel.
If this post helps, then please consider Accepting it as the solution to help the other members find it more quickly
