Q Score - Meaning & Definition

Published by MBA Skool Team, Last Updated: August 16, 2018

What is 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, gender, marital status, or education level.

Q scores are regularly calculated for

• Brands


• Characters

• Sports

• 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

3. Good

4. Fair

5. Poor

“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

Hence, this concludes the definition of Q Score along with its overview.

This article has been researched & authored by the Business Concepts Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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