METHOD

The digital intelligence your strategy deserves

Is your strategy languishing away, supported only by gut-instinct and biased data? Here's how we get the rich, full-bodied data and insights it's hungry for.

How we do things

Sit back, relax and let us take you through the finer points of how we collect, process and analyse all our juicy data and insights.

Step-by-step overview

Not a 'video person'? Zoom through our process in a few clicks.   

Electronic music mixer with sliders, knobs, and a screen displaying 'INITIALISING ...'.

01 Parameter setting

Define and document the category and brand set for inclusion for the study, and design the category-specific elements of the methodology (i.e.task tests).
Abstract illustration of colorful data charts, graphs, and text blocks arranged in a grid on a light green background.

02 Literature Review

Review public search, market data and industry news to form a view on the category state of play and trends.
Illustration of two review cards with rating circles; a hand cursor is clicking the second circle on the first card, and the fourth circle on the second card is filled in.

03 Expert review

Examine and assess each brand’s digital presence with our proprietary 100-question review framework—which includes both scoring data, contextual data and screen recordings.
Four data visualization panels showing marketing icons, line charts with data points, a bar chart with a dotted trend line, and a bubble chart categorizing Brands A, B, C, and D in varying sizes and colors.

04 Third-party data

Gather the best available third-party data for traffic stats, engagement rates, search visibility, advertising activity, market share and sales.
Checklist with items: Site performance, SEO health indicators, Accessibility compliance, Cross-device responsiveness, and Security standards, each marked with a check.

05 Technical tests

Run technical performance tests that cover site performance, accessibility compliance, SEO health indicators, cross-device responsiveness and security standards.
Illustration showing data icons including a database, HTML code, and a computer screen funneling into a house with gears and servers inside, symbolizing data processing.

06 Data processing

Ingest data into our data warehouse, to process and feed into our scoring model, interactive tools and dashboards.
Dashboard with brand performance data including a radar chart, a score table ranking five brands, a circular progress score of 78 labeled Leader, a sub-criteria accessibility score at 44%, a market presence donut chart comparing Brand A and B, and detailed brand drilldown metrics.

07 Analysis & outputs

Analyse scoreboards, datasets and contextual assets to build out category analysis, reports, case studies and insights.

Explore our scoring

Our scoring framework serves up the perfect layer cake of data and insights that takes you from macro to micro seamlessly.

Rank
See where you placed in your category overall.
Score
See your exact score out of a possible 100.
Ranking list of five brands with Brand A at 1 and Brand E at 5, featuring circular score charts showing Brand A scored 92 and Brand D scored 78.
Class
Find out which percentile class you land in.
Criteria
Explore your performance across 7 criteria, 27 sub-criteria and more than 110+ datapoints.
Ranking of Brand A showing Market presence scored 89 with a thumbs-up icon, Content experience scored 62 with a thumbs-down icon, including sub-criteria Novelty scoring 78 thumbs-up and Customer support scoring 58 thumbs-sideways.

Get to know our criteria

Hand-crafted in our atelier, the seven criteria we use to score brands cover 27 sub-criteria and 110+ data points, all mixed together in a thoughtful, pragmatic blend.

Market presence
Weighting: 10% of score
Measures a brand's visibility, demand, and performance in digital relative to its market position and competitors.
Sub-criteria:
brand power
brand punch
traffic power
traffic punch
Brand experience
Weighting: 15% of score
Evaluates how well a brand executes with distinctiveness, consistency and high quality in digital.
Sub-criteria:
distinctiveness
consistency
execution quality
Depth of engagement
Weighting: 10% of score
Measures how effectively a brand's digital presence captures and maintains user interest and interaction.
Sub-criteria:
engagement rate
visit depth & duration
visit frequency
Content experience
Weighting: 20% of score
Assesses the breadth, quality, relevance, flow and novelty of a brand's digital content.
Sub-criteria:
novelty
flow
Customer support
quality
hygiene
Features & functions
Weighting: 20% of score
Evaluates the functionality, usability, and novelty of a brand's digital features and tools.
Sub-criteria:
novelty
flow
hygeine
top-funnel task Test
Experience fundamentals
Weighting: 15% of score
Evaluates the technical and structural aspects that form the foundation of a brand's digital presence.
Sub-criteria:
accessibility
cross-device experience
performance
structure
Conversion experience
Weighting: 10% of score
Evaluates how effectively a brand's digital presence is designed to turn visitors into leads or customers.
Sub-criteria:
Conversion flow
mid-funnel task test
conversion task test
visitors to sales ratio

Get in touch to discuss your category or check out the categories we're already working on

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Acknowledgement of Country

We acknowledge that our workspaces sit on the lands of the the Yuggera people and Bundjalung people. We pay our respects to their elders past, present, and emerging.

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