Brand Evaluation Framework → Framework Guide → Getting Started → Stage 1 → Stage 2 → Stage 3 → Stage 4 → Stage 5

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How do you test people's perceptions of your brand?

By now, you have collected your research and information on how your organization and stakeholders view your brand and what other factors have affected that perspective. Now is the time to finally go see if those views are true amongst your customers.

The purpose of the Brand Performance Test stage is to:

• Study your customers and discover their perceptions of your brand
• See how they are consuming your brand and in what channels

Goodbye marketing funnel, hello Matrices!

You might be used to the marketing funnel that has been taught and used for decades within your field or organization. Due to the growing change of how brands are consumed in today's digital economy, the marketing funnel is not sufficient in capturing how your customers consume your brand: the relationship is no longer a top to down funnel–it is a square shape!

The minimum outcome of a matrix is a clear understanding of how the category self segments based on:

1. The total number of participants

<aside> ❗ Note: This will always be split 50/50 on both axes, but almost never 25% in each quadrant

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2. How much they consume the category and the mix of brands that they consume by quadrant