A score tells you where a product stands today. A trajectory tells you where it's going — and that's the more valuable thing to know. The Perception Report gives you both, for every product against the category.
What it is
The full perception picture for your category: how each product scores on every feature, who leads where, and crucially how sentiment is moving — rising, falling or flat. It surfaces the whitespace no brand yet owns, so you can see not just your standing but the open ground worth claiming.
What's inside
- Feature leaderboards — who leads on each feature, ranked across the category
- Sentiment trajectories — where each product's perception is rising or falling
- Your product's standing — strengths, weaknesses and share of voice
- Whitespace — the features and use-cases nobody owns yet
- Head-to-head reads — your product against each rival, feature by feature
- The movements that matter — what the market is re-evaluating right now
An example
The Canon EOS R8 sat mid-pack on volume — about 7.8% share of voice — but the trajectory told the real story. Its video sentiment of 0.734 was the best in the segment (the Nikon Z5 II trailed at 0.426), and its autofocus had climbed from 0.59 to 0.82 as the market reappraised it. One feature dragged: image stabilisation at −0.205, the only negative key feature, where every rival had it. Reading the trajectory, not just the level, turned "mid-pack camera" into "the fastest-improving product in the segment, with one fixable gap."
Who uses it
This is for the CMO building the brand and the product marketer who needs to know what's improving, what's slipping, and what's open. When you can see the movements — not just a static snapshot — you can capitalise on a product the market is already warming to, and defend the one cooling off.
Trajectory matters more than level — see where perception is heading, not just where it sits.