Standing gives each category one of five words. They describe how much the assistants name you there — not how good your product is, and not whether you have a badge. Not named is a finding, not a missing number, and that distinction is the point of this page.
| Standing | What it means |
|---|---|
| Established | Assistants name you well above the category’s chance level, and more than one agrees. |
| Emerging | A real signal. It is short of what certification needs — typically one assistant fewer. |
| Detected | At least one assistant separates you from chance, but not enough of them do. |
| At baseline | You do appear, at a rate indistinguishable from the category’s chance level. Appearing is not the same as being recommended. |
| Not named | We asked, many times, and you did not appear in the answers we recorded. |
None of these five is a judgement about your product. They describe what three assistants said in one sealed round, in one market, in one language.
This is the distinction the whole product rests on, so it is worth being blunt about.
Not named means the category was measured — the questions went out, the answers came back, and your brand was not in them. The screen always shows the denominator next to it, because “you did not appear” is silence and “you did not appear in 150 answers” is evidence.
Not measured is a different thing and says so in different words: “we have not run a round that covers your brand”. That is a gap on our side and a finding about nothing.
We will never show a zero for a category we did not ask about.
Painting our own gap as a finding about you would be the most damaging thing this record could do, and it is the reason these two states are kept apart everywhere in the product.
Next to every category, including the ones where you are not named, the screen shows that category’s chance level — how often any brand gets named there. In our round that is about 30% in one category and 43% in another.
That is what turns an absence into information. “Not named” in a category where the chance level is 43% says something much stronger than the same words in a category where almost nobody gets named.
The chance level is a property of the category, not of your brand, which is why it is shown even where you have no rate of your own.
And the opposite reading is equally wrong: a strong standing is not an endorsement by any assistant or its maker. See the badge & claims policy for what may and may not be said.
The obvious next question is “what do I change?”, and we do not answer it.
We can show what the assistants answered and how stable it was. We will not advise you on how to improve a position that we then certify — that is a conflict of interest, and no price makes it acceptable. We publish category research; we do not sell per-brand optimisation.