Posted in Marketing and Strategy Terms, Total Reads: 819
Definition: Q Score
Q score/Q rating/Q factor is the recognized industry standard for measuring consumer appeal of brands personalities, characters and programs. The greater the Q Score, more popular the personality or the brand. Q Scores and other variants of evaluations are primarily used by the media for advertising and public relation maintenance
The Q Score was introduced by Jack Landis in 1963 and is owned by his company Marketing Evaluations, Inc. It can be calculated for the population as a whole or by demographic groups such as age, sex, marital status, or education level.
Q scores are regularly calculated for
• Kids product
• Other personalities(Living and dead)
A company surveys a representative sample of consumers. In which respondents are asked to rate the personalities/brands/programs/characters on one of the below scaling
1. One of my favourites
2. Very good
“Total Familiar” value is the sum of 1 to 5 scale. “One of My Favourites” score is an absolute measure of popularity of the brand or personality. Negative Q scores are also calculated as the percentage of respondents who rate fair or poor upon who are familiar with the person.
Q scores are generally used to choose the celebrity endorsers based on their appeal and popularity. Each Q Scores category provides a wide variety of demographics for identifying target consumer appeal across age, gender, market size, region, race, ethnicity and other key characteristics.
As per a study Q scores of Sachin Tendulkar is 49 ,Amitabh Bachchan is 47,George Clooney is 26 and GEICO's Cockney-accented mascot has a Q score 0f 35