MyTelescope US Diaper Index
During the pandemic there were some shifts in what brands customers would choose. Consumer started to explore and test new brands.
We were curious to understand what brands that would stay on top when consumers started visit physical stores again, what that used the pandemic to create enough mental availability to stay sticky over time.
The first category of: Diapers
Presenting the My Telescope diaper index. The idea is to follow the brands over time, interview the business teams and the agencies behind the search lift.
How we did it
Methodology in choosing the brands:
Looked for the Top 10 competitors defined by US market share (Statista)
Setting up the tracker:
E.g Main brand (Pampers) and + (diaper) link term
Share of Search:
“Share of Search” is the most accurate measurement of consumer and business purchasing intent and demand. For the first time, businesses can use AI/Machine Learning and big data to track consumer interest in buying their products and their competitors’ products and why. Want to know your competitors’ market share or your own?
Share of Search correlates on average, 83% of a brand’s market share.
Share of Search analysis vs Panel data:
My Telescope uses data on what people actually search for and not what they think they might need when asked. As the advertising guru David Ogilvy once said, ” Consumers don’t think how they feel. They don’t say what they think, and they don’t do what they say.”