OpenBrand Data Improvements

OpenBrand has made some general updates to their durables datasets, mostly related to updated coding of the brands and outlets in the files. This includes:

• The possible additions of a Brand or Retailer that had previously been marked as “Other” if that Brand/Retailer has recently shown a growing significance in the market. When this happens, OpenBrand also backfills that Retailer/Brand on historical data.
• There are also changes related to the new or updated questions on the survey. For example, in the last year OpenBrand has added new questions about the impact of tariffs on shoppers’ purchasing decisions. These updated files will also have additional fields related to new survey questions added (These fields are added to historical files, even if they are NULL, for consistency).
• Data is now available from 2015-2024 (2014 has been removed).

There is a schema change associated with the field changes. The following fields have been dropped from the tables:

• PRODUCT_GROUP__US
• PRODUCT_SUB_GROUP__US

The following fields were added in the new tables:

• PRODUCT_GROUP__US
• PRODUCT_SUB_GROUP__US
• MISSING IN DEWEY_STAGING
• BRAND_DETAIL_SBD_XDKB
• CHOOSEOTHERPRODUCT
• CONVINCETOBUYSOONER
• MOSTINFLUENCEDECISION
• PURCHASE_PRODUCTSLIKELY_MULTI
• PURCHASE_PRODUCTSLIKELY_MULTI___1
• PURCHASE_PRODUCTSLIKELY_MULTI___10
• PURCHASE_PRODUCTSLIKELY_MULTI___11
• PURCHASE_PRODUCTSLIKELY_MULTI___12
• PURCHASE_PRODUCTSLIKELY_MULTI___13
• PURCHASE_PRODUCTSLIKELY_MULTI___2
• PURCHASE_PRODUCTSLIKELY_MULTI___3
• PURCHASE_PRODUCTSLIKELY_MULTI___4
• PURCHASE_PRODUCTSLIKELY_MULTI___5
• PURCHASE_PRODUCTSLIKELY_MULTI___6
• PURCHASE_PRODUCTSLIKELY_MULTI___7
• PURCHASE_PRODUCTSLIKELY_MULTI___8
• PURCHASE_PRODUCTSLIKELY_MULTI___9
• SKILL_LEVEL
• SUPPORTIFDIFFPOLITICALVIEWS
• TARIFFS_INFLUENCE
• WHATCHANGEBUYMOREOFTEN
• WHY_BOUGHT_BRAND_MULTI
• WHY_BOUGHT_BRAND_MULTI___1
• WHY_BOUGHT_STORE_MULTI
• WHY_BOUGHT_STORE_MULTI___1
• WHY_BUY_PRODUCT
• WHY_STORE_ADVERTISING
• WHY_STORE_ALREADY_IN_STORE
• WHY_STORE_COMPETITIVE_PRICE
• WHY_STORE_CONVENIENT_LOCATION
• WHY_STORE_CREDIT_AVAILABLE
• WHY_STORE_GOOD_REPAIR_SERVICE
• WHY_STORE_OTHER
• WHY_STORE_PREVIOUS_EXPERIENCE
• WHY_STORE_RECOMMENDED
• WHY_STORE_SALESPEOPLE
• WHY_STORE_SAW_DISPLAY
• WHY_STORE_SELECTION
• WHY_STORE_STANDS_BEHIND_PROD
• WHYNOTBUYLASTTIME