FAQs - OpenBrand

What is OpenBrand?

OpenBrand is a digital brand intelligence platform that tracks how brands are perceived and engaged with online. It measures brand performance based on a wide array of digital signals—from web traffic to sentiment analysis—aggregated across multiple digital channels.

The dataset supports brand benchmarking, competitive tracking, and longitudinal analysis of brand equity at scale.

What exactly are consumer durables?

Consumer durables are typically large purchases with an expected long-term lifespan. Items like home appliances, outdoor power equipment, power tools, fitness equipment, and electronics are all examples of goods that fit into this category. You could also think about it as any major purchase you might make at a Lowe’s, Home Depot, or Walmart.

How is the data sourced?

The Durable IQ survey is run quarterly and surveys 600,000 households in the United States each year, or 150,000 per quarter. The survey asks consumers a series of questions about the purchases that they’ve made within the past 90 days and is broken up into three modules.

The first module is about the purchase itself and includes questions regarding what items were purchased, where they were purchased from, and how much they cost.
The second module dives into consumer behavior by inquiring about what other outlets the consumer considered and why they ultimately decided to make the purchase.
The final module asks about highly specific features of the product to allow for more detailed analysis (i.e. did the refrigerator that you purchased also have an ice maker?).

There is an 80% completion rate through module three, meaning all of this data is available at a large, statistically significant sample size for most of the products.

OpenBrand aggregates data from proprietary and licensed sources, including:

Web and mobile clickstream panels
Social listening tools and text analytics
E-commerce scraping and digital shelf tracking
Natural language processing models applied to consumer posts

Data is de-identified, aggregated at the brand level, and modeled to ensure representativeness across sectors.

What is the coverage of the Durable IQ data?

OpenBrand has coverage published from the last 40 quarters and the data is updated once per quarter.

What kind of data does OpenBrand provide?

OpenBrand provides brand-level time series data derived from multiple sources:

Web and search behavior (clickstream, site visits, branded search)
Social media and forum mentions (volume and sentiment)
Digital marketing signals (e.g. ad engagement and share of voice)
E-commerce footprint and visibility

The data is indexed by brand and updated frequently, allowing detailed tracking of how a brand performs across digital ecosystems.

What industries and brands are covered?

OpenBrand covers thousands of consumer-facing brands across key industries including:

Retail
Consumer packaged goods (CPG)
Apparel
Automotive
Financial services
Direct-to-consumer (DTC) startups

Coverage includes both national and niche/emerging brands, particularly those with a significant online presence.

What makes OpenBrand different from other digital brand metrics?

Compared to other brand tracking solutions, OpenBrand emphasizes:

Behavioral data over survey-based insights
Breadth of digital footprint, not just social or search
Brand-level normalization, allowing apples-to-apples comparison
High-frequency updates, suitable for near-real-time analysis

This makes it especially useful for event studies, campaign measurement, or competitive benchmarking.

Who uses OpenBrand data?

OpenBrand is widely used by:

Corporate strategy teams for competitive monitoring
Brand managers seeking campaign diagnostics
Private equity and investment analysts for brand momentum signals
Academic researchers in marketing science, consumer behavior, and digital strategy