Choosing what a report covers: brand, product, person, topic or campaign

Brand

The default. A company or brand as a whole: how customers, the press and online communities talk about it.

Product

One product or model, not the whole brand: write "Dyson Airwrap", not "Dyson". Yes. Choose 'Product' when creating the report and name the model - 'Dyson Airwrap', not 'Dyson'. The evidence then comes from where people actually discuss products: YouTube reviews and their comments, Reddit threads, TikTok, review sites and Amazon ratings, with the score split six ways by aspect (product quality, price and value, delivery, support, ease of use, trust). News coverage is usually thin for a single product and the report says so instead of padding it. Same price as any report, 1 credit. It reads opinions, not prices: for a fair market value use a price guide.

Person and Topic

A public figure, or a subject that is not a company (a policy, a trend, a category). These reports read the same sources as a brand report. Sections that only make sense for a brand, such as purchase intent and the per-aspect score, are left out.

Campaign / hashtag

Yes. Choose 'Campaign' when creating a report and give us the hashtag - we read the tag's own feeds on X, TikTok and Instagram plus news, YouTube and Reddit reaction, and the report becomes a campaign-reception analysis: how it landed, participation, standout moments with links, and what misfired. Same price as any report, 1 credit.

When you choose Campaign / hashtag the form changes:

• Campaign hashtag is required. Variants can go in the same box (#MyLaunch #MyLaunch2026) or under Other hashtags or names; every tag is collected.
• Campaign name is optional and defaults to the hashtag.
• Brand or organisation behind it replaces Industry, so mentions of the brand count too.
• Rival campaigns or brands replaces Competitors.
• The sentiment scope option disappears: a campaign report reads all reaction.

The score in a campaign report measures how the campaign landed, with volume taken into account: a campaign nobody noticed cannot score highly. The report adds a "How the campaign landed" section with participation, standout moments (with links) and what misfired.