CBA/Consumer Brand Analytics: Survey Methodology


CBA/Consumer Brand Analytics is a consumer study of brand preferences and related data for over 200 brands in 19 consumer brand product categories. The survey was conducted online in October-November 2017 among a representative panel of U.S. consumers age 13 or older. A total of 5,008 respondents completed the survey.

Each respondent reported on their brand preferences for each of the 19 product categories during the previous 12 months. Reports include the number of consumers reporting which brand they use most often, the brand’s market share, frequency of use, usage of the most popular social media platforms, attendance and viewership of 18 professional and college sports, and demographics.

The data is weighted to represent the demographic composition of U.S. households on the following five characteristics: geographic region, income, household size, age and gender.  The data is also weighted to the U.S. population of 270.4 million individuals age 13 or older.

The tables in this report show the demographic distribution of all statistics by geographic region. The states in the geographic regions are:

Northeast:

New England: CT, RI, MA, NH, VT, ME
Middle Atlantic: PA, NY, NJ

Midwest:

East North Central: OH, MI, IN, IL, WI
West North Central: NE, IA, MN, ND, SD, KS, MO

South:

South Atlantic: MD, DC, NC, SC, FL, GA, VA, WV, DE
East South Central: NE, IA, MN, ND, SD, KS, MO
West South Central: OK, TX, LA, AR

West:

Pacific: CA, OR, WA, HI, AK
Mountain: AZ, CO, NM, ID, UT, WY, MT, NV

These regions are the same as those used by the U.S. Bureau of the Census.