Building a Visibility Scorecard Without Vanity Metrics
A practical set of KPIs for Thai retail panels: share of shelf, eye-level hit rate, and secondary exposure.
Visibility programmes should measure what shoppers can actually see: linear share, height band placement, and secondary exposure on traffic paths. Inflated “impressions” language and fake urgency claims have no place in a field scorecard and do not appear in our reports.
We score three layers—bay share, eye-level presence, and secondary display exposure—then flag critical misses that risk campaign waste. Timing visits inside the measurement window matters; a perfect shelf after the reporting cut-off is still a miss for trade marketing decisions.
Share planograms and the visibility brief with auditors before the first store call. Ambiguous definitions produce ambiguous scores.