Q Scores Blog: January 2011

Thursday, January 20, 2011

Steven Tyler May Surprise American Idol Fans

by Steve Levitt

As the revamped panel of judges begins its arduous task of evaluating season 10 hopefuls, we looked at the “likeability” ratings (Q Scores) of each of this season’s judges prior to the start of the new season.

Although he is the least well-known of the three, Steven Tyler achieved the same Q Score as did Jennifer Lopez, the most well known. Having the same Q Score but different levels of recognition is possible through the Q Scores technique since it measures the degree of liking (“One of my favorites”) among only those who are familiar with each personality. In this regard, Steven Tyler has an upside potential to generate many more fans.

Q Scores for the winning artists in the first nine Idol seasons averaged slightly below the “norms” for all singers. Carrie Underwood, the winner in season four, outscored the other eight winners by a wide margin and ranked third out of 76 female music performers rated in our Summer 2010 Performer Q study.

About Q Scores

Q Scores identify the most enthusiastic consumers of a personality, character or licensed property, program, or brand. Derived from our data collection model of the Favorites Concept, the Q Scores measure of likeability is an important predictor of greater consumer involvement. Understanding how these consumers are impacted, enables clients to make the most informed decisions regarding their marketing, advertising, and media efforts.

Each Q Scores category in our databases provides a wide variety of demographics for pinpointing target consumer appeal across age, gender, household income, market size, region, race, ethnicity, presence of children and other key characteristics. We offer a variety of custom reasearch options for more precise target market analyses, and when clients’ timing needs are not aligned with that of a scheduled syndicated study.

In addition to providing consistently accurate and reliable data, our top level staff has the experience and expertise to analyze and interpret the information relative to the clients’ specific needs. We are readily available by phone or email to guide our clients with our unmatched and unbiased counsel and analytical support.