Both category and brand level data is collected in the emma survey for ten main categories:
- Beauty products, personal care and pharmaceuticals
- Food and beverages
- Telecommunications (landline, ISP, mobile)
- Motor vehicles
- Real estate
- Finance (banking, superannuation, credit cards, insurance)
The data collected on products includes usage levels, frequency of usage or purchase, amount spent, intention to purchase (when, amount, type).
The emma survey uses the BRANDPuls approach (developed in Europe but adapted for the Australian market) to asking questions about brand and product usage. Subscribers to the product data can assess the strengths and weaknesses of products and brands via the ‘brand pyramid’ model.
The eight brand measures available are:
- Any usage
- Main usage
The emma metric also offers attitudes towards brands which are categorised as brand attributes. Respondents are asked if they agree or disagree with statements such as ‘makes cars that are good value for money’.