Neutral scan
Why can’t the brand name be mentioned in the question?
„Who provides [the service] in [town] and who can you trust?”
That’s the question asked by a customer who doesn’t know anyone yet. The answer reveals the brand’s actual position within the category.
„Is Brand A any good? Compare it with Brand B.”
The name in the question hints at the answer. The result reflects brand awareness, not brand visibility.
Where can you see this in Aelo?
Questions about a neutral scan
What is a neutral scan?
This is a measurement in which the brand name is not mentioned in the question. We ask the respondent questions about the category in the same way a customer would, and the brand must emerge naturally in the response.
Why can’t I include the brand name in the question?
Because a respondent who sees the name will mention it. Such a result indicates brand recognition, rather than whether the brand would have been mentioned to someone who hadn’t asked about it.
Are questions containing a brand name completely useless?
No, but they measure something else. We report them separately as a comparative item. We explain the difference in the article knows it, but doesn’t recommend it.
Can I carry out a neutral scan myself?
Yes, on a small scale. We explain how to go about it sensibly in the article how to find out what AI says about a company.
