Tools & Knowledge Base

Guidance on the review process, why you should use it and more help
I have a technical problem

Please get in touch immediately and we can look into the problem.

I would like different values

We can set you up with your own URL, white label and install of the system, with the values you wish. Get in touch with your requirements and we shall talk.

I have a technical problem

Please get in touch immediately and we can look into the problem.

Why do you use sliders?

The Binary Brand Attributes are key to this system, and unlike a lot of surveys sliders are a key part of this. In our experiments the sliding values make users think harder about where to place them, compared to checkboxes.

The trick with the binary brand attributes is to have two equally valid values – i.e. not one that is good and one that is bad. Sliders are a bit fiddly, especially on mobile, but it is the quickest and most efficient way to get a result.

I cannot find my survey

Surveys are created when you use the “Get Started” form. You will have the link to the survey input and output on email (Search for It is up to you to share your survey with whoever you wish.

Still can’t find your link? Please get in touch and we can help you.

How do I interpret the results?

Sometimes the results are clear-cut. Often the raw results are very messy which means either the questions are not understood, or there is something amiss with the brand. Use the deviation bars to show the data in a different light. In general the more results you have the more accurate the picture – you need at least 5 for any one group, preferably 10 or more.

As ever get in touch and we’ll give you our interpretation.

Where did this idea come from?

The idea is owned by Sam Collett of Phenotype Ltd – see Who we are.

What do the 9 questions mean?

We call these the Brand Dynamic Attributes. We think these 9 values are enough to get a feel for any brand, and more importantly for your team to see whether you agree on these key aspects. They come from research in the field about brand perception, brand stories and ultimately from our creative brief.

Get some help

Need some advice?

Of course you should get in touch for some consultancy, but there are a whole range of do it yourself tools out there: