Unlocking brand growth with Verified Equity

Verified Equity is Worldpanel by Numerator's brand health solution that combines survey responses and verified purchase behaviour within a single-source framework to provide a complete measure of brand health, growth potential and commercial performance.

The framework captures the full picture of brand health, a healthy brand being one that is chosen by many people, repeatedly, at a sustainable price, and whose position in the category is strengthening rather than eroding.

It goes beyond consumer perceptions and claimed behaviour to create a comprehensive understanding of brand health with purchase behavior built-in to the framework. It uses verified shopper panelists, leverages single source survey and behavioural data, quantifies opportunity sizes and links brand perceptions to commercial outcomes.

Traditional trackers measure what people say, while purchasing behaviour reveals what people do. Verified Equity bridges this gap by linking consumer perceptions directly to real purchasing behaviour, enabling better decision-making across positioning, communications, competitive strategy, growth planning, and marketing investment.

Traditional brand tracking measures consumer perceptions. Verified Equity combines those perceptions with verified purchase behaviour, helping brands understand whether positive attitudes are translating into commercial performance.

Consumers don't always accurately recall what they buy. With sample sourced from Worldpanel by Numerator’s currency-grade shopper panels, analysis can be conducted on verified brand buyers and non-buyers as well as other opportunity groups defined using both survey and purchase metrics (e.g. unconverted potential = non-buyers who consider the brand).

Purchase data explains what consumers bought. Verified Equity explains why they bought it by combining purchase behaviour with consumer perceptions, creating a more complete view of brand performance.

A healthy brand is one that is chosen by many people, repeatedly, at a sustainable price, and whose position in the category is strengthening rather than eroding. Keeping your brand healthy increases their chances of commercial success.

With Verified Equity’s analysis, brands can track both their Emotional and Behavioural equity, having a complete look into their overall health and success.

Yes. It quantifies the size of prize behind different audience groups and identifies the highest-value conversion opportunities. The direct connection with our purchase data means you can get more accurate sizing than with buyer % as not all groups purchase equal amounts.

Verified Equity provides a brand score, a relative measure of overall brand strength within the competitive set, combining emotional and behavioural indicators. It provides a single KPI for c-suite tracking. The score is comprised of both Behavioural and Emotional Equity, connecting consumer’s sentiments regarding the brands with their verified buying behaviour.

Most FMCG and shopper categories where Worldpanel purchase data is available and sufficient sample sizes can be achieved can use Verified Equity.

Data is delivered in an intuitive Power BI dashboard. Additional deliverables include consultancy reports, strategic recommendations, workshops, excel data, optional deep-dive analyses.

Verified Equity Score
Emotional Equity Score
Behavioural Equity Score
Sentiment Score
Purchase Comittment Score
Brand Funnel
Opportunity Sizing
Drivers Analysis
Strengths & Weaknesses
Triggers & Barriers
Communications Performance
Profiling

A relative measure of a brand’s emotional strength within the competitive context combining Awareness and a composite score measuring Sentiment.

Awareness - knowing a brand exists - is the first step for most people in the purchase journey. There are many routes to being aware; a brand may be in your memory from childhood, or you could discover new ones with advertising pre-store or a pack standing out on the shelf.

A measure of how meaningful a consumer’s relationship with a brand is. It reflects how people think and feel about a brand and is comprised of Brand Rating, Meets Needs and Distinctiveness metrics.

Worldpanel by Numerator’s analysis shows that brands with stronger sentiment performance are more likely to grow penetration in the future.Brand rating measures affective valence; a simple, gut-level sentiment toward the brand.

Why measure: The more you like a brand the more likely you are to buy it and come back and buy it again.

‘Meets needs’ is more cognitive and utilitarian, it's asking people to make a rational judgment about performance and fit.

Why measure: Brands must be useful and this is a measure of whether a brand is delivering the functional fundamentals. A brand could be aspirational and exciting, but if the format does not work for me or I cannot easily purchase it then there are real barriers to purchasing it.

Distinctiveness means standing out and being recognisable — being mentally salient.

Why measure: Being distinctive is essential to protect your brand and give you space to grow in a category where products are often functionally similar, and shelf space is crowded. It gives people a clear reason to reach for your brand over a cheaper own-label or competitor alternative.

A measure of how much, and how sustainably, a brand is purchased, comprising Loyalty, Pricing Leverage, and Performance.

‍The Loyalty measure includes Absolute Loyalty and Difference from Expected.

‍Why measure it?

Loyalty correlates with penetration, but it is also essential to brand health because it reflects consumers' willingness to return, buy again, or purchase larger quantities. This indicates satisfaction with product performance and a brand's ability to meet a broader range of consumer needs, thereby increasing its share of the consumer's repertoire.

‍Pricing Leverage is based on the distance from the average price per unit volume in the market. Actual price paid is tracked rather than theoretical willingness to pay or the manufacturer's recommended retail price, meaning that promotions and discounts are fully accounted for.

‍Why measure it?

A higher willingness to pay reflects the value consumers place on what a brand stands for, including its quality, identity, and promise, beyond the functional product itself.

‍Performance includes Brand Spend Variation, defined as the absolute change in spending, and Brand Share Variation, defined as the percentage-point movement in market share. We track changes in brand performance across the total market.

‍Why measure it?

Growth in brand spend and market share is a clear indication that the brand's product offering and proposition are valued by consumers and are being chosen over competing alternatives.

Yes. Verified Equity can replace or complement traditional brand tracking by combining brand perceptions with verified purchase behaviour within a single framework.

Working with us is not just about leveraging our best in class data set- it is also partnering with our people. Our PanelVoice survey experts partner with your client servicing teams. Your servicing team already has deep knowledge of the market and your brand and can bring this to analysing the results saving you multiple agency briefings and data reconciliation tasks.