Always On: Heatmaps for Brand Metrics

Welcome to Always On. Each week, we’ll dig into a brand or audience trend you need to know about, tapping into Morning Consult Intelligence, our always-on insights platform powered by 15,000 daily surveys across 40+ countries. That means thousands of brands, audience deep dives, and enough fresh data to make your spreadsheets jealous. Sign-up here to get this email sent to you directly every week.

Today we’re demonstrating a lesser-known feature of our AI Chat tool that allows you to map brand metrics geographically in the United States. These heatmaps are a useful tool for brands who want a quick snapshot of how they’re performing in different parts of the country. To get a map yourself, just try asking “Show me a map of [BRAND] favorability by U.S. State?”

Want to try for yourself? Our new AI tool is available for anyone to try for free. Give it a spin here.

Mapping Interest in Allergy Medication

It’s spring, so let’s start with the antihistamine Claritin. Here, we can see which states have had consumers with higher purchasing consideration for the allergy drug over the past couple of years.

Awareness of a National Grocery Store Chain

You can see the divide of awareness of Albertsons starkly on the map above. The reason is simple: Albertsons are found much more in the western and southern parts of the United States. There are far fewer stores with the Albertsons brand name on the eastern side of the country.

ChatGPT Struggles to Gain Trust in More Rural Areas

ChatGPT is doing well in places like California and New York, but is struggling in lower-density states like Montana, Idaho, Utah, Wyoming, North Dakota, South Dakota, Nebraska, and Kansas. This isn’t a red state vs. blue state issue, however — ChatGPT does well in places like Texas and Florida. The common through-line here: The AI company does better in places that are more economically tied to tech industries and have larger urban centers. Keep in mind that ChatGPT is a newer brand, so it still has an awareness challenge to overcome. Case in point: Many of the places where ChatGPT has less trust also have lower awareness of the brand.

Where Awareness of Tito’s Handmade Vodka Is Concentrated

Awareness of Tito’s Handmade Vodka varies quite a bit state-by-state.

Subaru’s Distinct Loyalty Patterns

Subaru, which positions itself as rugged and outdoorsy, performs well in the pacific northwest and New England regions of the country. It does less well in the south — even rural parts — where consumers are more likely to be loyal to truck or SUV brands.