BUSINESS INTELLIGENCE
Thus, in the case of laser printers, although an HP product has taken the number one trending spot every month for the past year, in April the company was knocked out by a Kyocera printer taking the top spot and being the top trendsetter of the month. This ‘memoryless’ aspect adds an element of bias reduction and enhances our insight, as brands whose products perform well are rewarded, regardless of their usual market share.
Kyocera laser printers overtaking HP’s trending ranking in April 2023
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HP Kyocera
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Nov 2022
Jul 2022
Sep 2022
Jan 2023
Mar 2023
Inkjet printers – a busier time at the top Not all categories have such a dominance structure in trending as observed for laser printers. For example, the inkjet market gives products a much more competitive time to rank the highest.
Top two brands by trendsetter rating (inkjet printers, April 2023)
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Looking at the top 10 positions for inkjet printers, we can see that these three brands dominated the list, with each reaching the coveted number one position at least once. This is a very different dynamic to observe and keeps this category interesting.
The skirmish for top spot by inkjet brands
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Canon Epson HP
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Nov 2022
Jul 2022
Sep 2022
Jan 2023
Mar 2023
LINK TO STOCKIES AWARDS This metric thus allows us to see which brand is popular during the month. When the time comes to determine the best brand within a category at the Stockies Awards, the trendsetter rating complements – but does not copy – the trending metric.
When we look at this metric over the entire year before the awards evening, the more competitive a brand behaves, the higher trendsetter rating it garners, which improves their chance to be awarded the Brand of the Year award.
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