Awareness asks whether or not a consumer has ever heard of a brand. (%)

Consideration asks if a consumer would consider a brand or not the next time they are in the market for a purchase. (%)

Purchase Intent asks whether a consumer would be most likely or unlikely to purchase a specific product. (%)

Conversion rates are calculated by dividing the score in each row by the score in the row above it. For example, M&S Consideration conversion rate is calculated by dividing its Consideration score by its Awareness score (51.1/84.2 = .542 or 54%)