Brand Onion Exercises - Are We Asking the Wrong Questions?

I find it frustrating too, to work inside a major brand and have the research folks within the company come in and lay out these quant studies that show we are better perceived. I'm being done humbly saying to me, you know, we have to turn all the segmentation stuff into indexes because if we just showed the raw numbers, people would realize that every brand selling to the same segment. Most of the buyers of those brands don't see them as different. That's the big story. You know, where do you drill good heart very famous statistician said, hmm, where would they draw the line? Is 0.01 bigger than 0.1?"