Most engaging brands among Millennials in the U.S. 2015

A brand’s engagement score is the degree to which it meets expectations against a consumer-generated category-specific ideal. The percentages indicate the degree to which a brand met expectations versus a consumer-generated, category-specific ideal of 100 percent. That ideal is itself based on path-to-purchase drivers that are distinct for each category. By ranking brands against their category ideals, the study is able to then generate cross-category rankings.