1.Perfect vs Regular & Reliable: Would you prefer something highly accurate but 12 months after the moment you can respond/react to it? Or would you prefer something you can regularly and confidently rely upon? Something that enables you to track and regularly respond?
2.The accuracy of the market share is something that is very reasonable, we get very good feedback. It may not always be absolutely accurate. But it is however relatively accurate – very useful for observing shifts, changes and trends.
3.The next thing to say about accuracy is that we are transparent about our accuracy.
4.For example, the accuracy does vary by country – it’s high where we access thousands of installers, or hundreds, or dozens for example. Where it gets more accurate is doing whole-of-market assessments for equipment characteristics. Where it gets less accurate is sub-national assessments of market share.
5.The partner to accuracy is consistency. Our methodology is consistent between countries and between months. This enables you to make reliable comparisons, which is very difficult to do when receiving intel via multiple channels, each prepared by different people with different assumptions.
6.The next consideration is frequency, which is monthly updates. This is possible because we’re not relying upon interviews. Together with the depth of insights into the drivers of market share – I think that trumps everything.
7.Ultimately, there’s nothing that comes even close to our frequency, depth in most places in the world, with an accuracy that’s acceptable, reliable, transparent, consistent and understandable.
