Buzz: "Over the past two weeks, which of the following mobile device brands have you heard something Positive/Negative about (whether in the news, through advertising, or talking to friends and family)?" (Net score)
Consideration: "When you are in the market next to purchase a mobile device, which of the following brands would you consider purchasing?" (% yes)
Index: a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend, and Reputation scores