Across 20 brands, the ones people would miss most are the ones that score highest on the four forces. Users rate their brands — points higher than aware non-users, so for most brands the win is getting people to try.
We asked — UK adults about 32 brands in food, alcohol, travel and sport, and scored 20 of them on four forces. The brands that win on all four are the ones people would genuinely miss.
Choosing it says something good about you, people like you pick it, and it feels a little bit special.
It makes a great first impression, delights the senses and gives people moments they remember.
It's simple to understand, stands out from the crowd and takes no effort to choose.
It's become a habit, people trust it, and switching away would mean losing something.
That's how much higher people rate a brand once they use it, compared with people who know it but haven't. It's the single biggest swing in the study.
Each bubble is a brand, sized by awareness; dashed lines are the 20-brand averages. Click a bubble to make it your brand. Pick any two measures to find white space.
Mean agreement (1–10) with each force's statements. Index = average of the four forces. Sort by any column; click a brand to open its deep dive.
Share of all 1,000 respondents at each stage, and the share who make it from the stage before.
Your brand against up to three competitors. Same-category rivals are listed first.
Bars show how people who know each brand describe their relationship with it. The figure on the right is prompted awareness. Click a rated brand to open its deep dive.
Mean agreement (1–10) with each statement across every brand rating; the dashed line is the average of all 24. Brand and category filters don't apply here.
Mean of each force across all brands rated, by who is answering. Use it to see which audiences a brand idea will land with.
| Group | Cut | Base | Want | Feel | Easy | Stay |
|---|
Sample data: every figure on this dashboard is made up to show how it works, and the brands are fictional placeholders. The structure follows a real brand irresistibility study of 1,000 UK adults, in which each person rated up to two brands they knew on 24 statements (four forces × three drivers × two statements). Users are favourite or repertoire; non-users are lapsed, tried or never used. Differences under 0.25 points are shown as level (●). Scales are 1–10.