18%
Odsetek Europejczyków posiadających prywatny produkt emerytalny (według EIOPA)
BCG2025Europe
The extent to which consumers recognize a brand and consider it when making a purchase.
Why it matters
Determines whether a brand even makes it onto the shortlist of options being considered.
What's missing without it
Without awareness, even the best offer won't be considered, because no one will think of it at the moment of decision.
When it is used
When measuring brand strength, planning media, and evaluating campaigns.
How we use it
Questions about spontaneous and aided brand recognition in quantitative research.
Fun fact
The most telling metric is the share of brands mentioned first. In many categories, the first-named brand generates more sales than the second and third combined.
Numbers worth knowing
Market research in data
3
Prognoza stosunku pracujących do emerytów w Europie do 2045
BCG2045Europe
31%
Odsetek konsumentów korzystających z AI na pewnym etapie ścieżki zakupowej, około 3-krotnie więcej niż 18 miesięcy temu.
Boston Consulting Group (BCG)2026global
Figures from the same field — collected in our market data base.