Across the index

Most brands leave the assistants indifferent

Of the 2,582 brands rated, 25% sit above indifference, 75% are indifferent and 0.3% fall below it. 1,003 of them are never named in their category's answers.

25% above indifference · 75% indifferent · 0.3% below · 2,582 brands

Across categories

The most desired brands anywhere

Absolute figures — Desire as a share of its maximum, a driver as a share of its maximum, a feature as its 1–7 mean — so they compare across categories, which an index cannot. Drawn from brands their category's answers name at least once.

#	Brand	Category	Desire %	Status
1	Apple	Consumer Electronics & Appliances	85%	Above indifference
2	freeCodeCamp	Online Learning	84%	Above indifference
3	Nintendo	Video Games	84%	Above indifference
4	Citizens Advice	Conveyancing, Wills & Probate	83%	Above indifference
5	Octopus Energy	Solar & Heat Pumps	82%	Above indifference
6	University of Cambridge	Universities	82%	Above indifference
7	Disney Cruise Line	Package Holidays, Cruises & Tours	82%	Above indifference
8	Open University	Online Learning	81%	Above indifference
9	University of Oxford	Universities	81%	Above indifference
10	Hoka	Running Shoes	80%	Above indifference

Leader on each driver

Attraction · Nintendo (Video Games)92%
Affinity · Citizens Advice (Conveyancing, Wills & Probate)85%
Attachment · Apple (Consumer Electronics & Appliances)87%

Leader on each feature

Perceived superiority · Nintendo (Video Games)6.3/7
Emotional magnetism · Lamborghini (Luxury SUVs & 4x4s)6.8/7
Positive influence · Apple (Laptops)7.0/7
Identity & belonging · Apple (Smartphones)5.8/7
Values & integrity · Tony's Chocolonely (Chocolate)6.7/7
Trust & legitimacy · Toyota (Luxury SUVs & 4x4s)7.0/7
Emotional bond · Hoka (Running Shoes)6.3/7
Reinforced experience · Apple (Consumer Electronics & Appliances)5.7/7
Part of my routine · BBC iPlayer (Streaming Services)7.0/7

Category league

Which categories AI wants most

Universities has the largest share of brands above indifference (97%); betting & gaming the smallest (0%).

#	Category	Above indifference	Mean Desire %	Vs index	Most desired named brand	Named / rated
1	Universities Education	97%	73%	121	University of Cambridge	24 / 29
2	Package Holidays, Cruises & Tours Travel	68%	69%	115	Disney Cruise Line	23 / 38
3	Fragrance & Beauty Luxury	66%	69%	115	Diptyque	22 / 41
4	Watches & Jewellery Luxury	58%	68%	114	Rolex	23 / 31
5	Running Shoes Sport	58%	69%	115	Hoka	16 / 26
6	Dermatological Skincare Beauty	51%	65%	109	Dove	20 / 43
7	Online Learning Education	50%	65%	108	freeCodeCamp	34 / 56
8	Budget Gyms Sport	50%	64%	107	Third Space	15 / 28
9	Luxury SUVs & 4x4s Automotive	50%	64%	107	Toyota	30 / 34
10	Private Healthcare Health	47%	65%	108	Vitality	22 / 32
11	Productivity Apps Technology	42%	66%	109	Todoist	55 / 69
12	Streaming Services Entertainment	40%	63%	104	Spotify	32 / 45
13	Fashion & Leather Goods Luxury	39%	65%	108	Hermès	38 / 41
14	Pet Care Pets	39%	63%	105	Pets at Home	31 / 41
15	Video Games Entertainment	38%	64%	106	Nintendo	21 / 34
16	Haircare Beauty	36%	63%	106	Dove	30 / 36
17	Champagne & Cognac Luxury	35%	63%	105	Moët & Chandon	28 / 37
18	Long-Haul Airlines Travel	35%	64%	106	Singapore Airlines	18 / 26
19	Furniture & Homeware Home	32%	62%	103	John Lewis	25 / 37
20	Consumer Electronics & Appliances Retail	32%	61%	101	Apple	26 / 38
21	Electric Cars Automotive	31%	64%	107	Porsche	27 / 35
22	Supermarkets Grocery	31%	63%	105	Marks & Spencer	20 / 45
23	Vitamins & Supplements Health	30%	62%	103	Boots	22 / 43
24	Food-to-Go & Bakeries Food	30%	60%	100	Marks & Spencer	27 / 40
25	Bed-in-a-Box Mattresses Home	29%	61%	102	Tempur	17 / 35
26	Pain Relief Health	25%	59%	98	Boots	20 / 40
27	Household Cleaning Products Home	23%	60%	100	Fairy	33 / 56
28	Health Insurance Health	23%	58%	97	Vitality	13 / 26
29	Discount Stores Grocery	23%	58%	97	Aldi	20 / 26
30	Job Boards Professional	23%	61%	101	NHS Jobs	33 / 40
31	Credit Cards Finance	22%	57%	94	Monzo	22 / 36
32	Fashion & Clothing Retail	21%	60%	99	John Lewis	19 / 33
33	Chocolate Food	20%	62%	103	Bettys	45 / 55
34	Laptops Technology	20%	61%	102	Apple	16 / 25
35	Food Delivery Food	20%	53%	88	M&S	24 / 45
36	Cloud Storage & Web Hosting Technology	20%	59%	98	Google Photos	48 / 66
37	Marketplaces & Resale Retail	20%	59%	98	Vinted	22 / 41
38	Digital Current Accounts Finance	19%	60%	99	Monzo	32 / 52
39	Payments & BNPL Finance	17%	60%	99	Monzo	28 / 35
40	Pet Insurance Pets	17%	58%	97	PDSA	19 / 35
41	Opticians & Eyecare Health	16%	60%	99	Boots Opticians	14 / 38
42	Smartphones Technology	16%	57%	95	Apple	17 / 32
43	Mortgages Finance	15%	59%	98	Nationwide	20 / 34
44	Business Banking Finance	14%	61%	101	Monzo	31 / 42
45	Budget Hotels Travel	14%	60%	99	Premier Inn	13 / 28
46	Pensions Finance	14%	59%	98	Vanguard	14 / 29
47	Life Insurance Finance	14%	59%	97	Vitality	12 / 29
48	Budgeting & Bookkeeping Apps Technology	13%	58%	97	Monzo	49 / 67
49	Fuel & EV Charging Energy	13%	55%	91	Costco	32 / 38
50	Price Comparison Sites Finance	13%	57%	96	Money Saving Expert	12 / 32
51	Soft Drinks Drink	12%	59%	99	Red Bull	22 / 41
52	Solar & Heat Pumps Property	12%	57%	95	Octopus Energy	16 / 41
53	Mobile Networks Telecoms	12%	57%	94	Giffgaff	28 / 41
54	Security Software & VPNs Technology	10%	58%	96	Have I Been Pwned	35 / 51
55	Dental Care Health	9%	59%	99	Invisalign	12 / 33
56	Fitted Kitchens Property	8%	56%	93	IKEA	21 / 48
57	Car Leasing Automotive	8%	55%	91	Carwow	14 / 36
58	Used Cars Automotive	8%	55%	91	Auto Trader	3 / 25
59	Investment Platforms Finance	8%	59%	98	Vanguard	26 / 39
60	Property Portals & Agents Property	8%	55%	91	Rightmove	13 / 39
61	Car Insurance Insurance	5%	54%	90	NFU Mutual	24 / 39
62	Energy Suppliers Energy	4%	50%	83	Octopus Energy	11 / 26
63	Parcel Delivery Retail	4%	51%	86	DHL	17 / 27
64	Broadband Telecoms	3%	54%	90	Sky	21 / 32
65	Home Insurance Insurance	3%	53%	89	NFU Mutual	16 / 37
66	Conveyancing, Wills & Probate Professional	2%	56%	93	Citizens Advice	18 / 47
67	Betting & Gaming Entertainment	0%	51%	85	PokerStars	28 / 40

Ranked by the share of a category's brands above indifference, then by its mean Desire. Vs index is the category's mean indexed against every indexed brand in the index (100 = the average brand anywhere). Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board.

Home

Bed-in-a-Box Mattresses edition ▶upset

Tempur is the most desired bed-in-a-box mattresses brand the answers name: Desire 77% of maximum, above indifference. 29% of the 35 brands rated sit above indifference. The brand AI names most often is Simba, not the category's market leader.

29% above indifference · 71% indifferent · 0% below · 35 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Tempur	126129	77%	Above indifference	127131	120118	130137	Ahead on all threeAhead on all three	7%
2	IKEA	126129	77%	Above indifference	124129	123120	131138	Ahead on all threeAhead on all three	5%
3	Simba	119122	73%	Above indifference	120125	112110	124130	Ahead on all threeAhead on all three	20%
4	Emma	118121	72%	Above indifference	121125	109107	124130	Chosen, not lovedChosen, not loved	18%
5	Vispring	115118	71%	Above indifference	113118	118116	113119	Ahead on all threeAhead on all three	2%
6	Nectar	113116	70%	Above indifference	114118	106105	119125	Chosen, not lovedChosen, not loved	17%
7	Bear	109111	67%	Above indifference	105109	107105	114120	Relied on, not excitingRelied on, not exciting	2%
8	Dreams	108110	66%	Indifferent	104108	105103	114120	Relied on, not excitingRelied on, not exciting	3%
9	Silentnight	108111	66%	Indifferent	106110	109107	109115	Average on all threeChosen, not loved	12%
10	Eve Sleep	108111	66%	Indifferent	112116	104103	108114	Noticed, not returned toChosen, not loved	8%

Showing 10 of 17 named brands. All 17 in the edition →

Rated but never named (18)

The models rated these brands when asked, but none of the category's answers named them.

John Lewis · Hypnos · Harrison Spinks · Shark · Sealy · Sleepeezee · origin · Dusk · Brook+Wilde · Happy Beds · Dormeo · Kally Sleep · Tuft & Needle · Noa Home · Winkbed · CoolNest · SNOOZLE · Rizzy

Indexed against the average of the 35 indexed bed-in-a-box mattresses brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 35 bed-in-a-box mattresses brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Entertainment

Betting & Gaming edition ▶

PokerStars is the most desired betting & gaming brand the answers name: Desire 62% of maximum, indifferent. 0% of the 40 brands rated sit above indifference.

0% above indifference · 100% indifferent · 0% below · 40 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	PokerStars	122104	62%	Indifferent	126116	116101	12494	Ahead on all threeNoticed, not returned to	7%
2	Betfair	121104	62%	Indifferent	127117	116101	12293	Ahead on all threeNoticed, not returned to	7%
3	bet365	119101	61%	Indifferent	126116	11096	11991	Ahead on all threeNoticed, not returned to	30%
4	Paddy Power	119101	61%	Indifferent	131121	10491	12092	Chosen, not lovedNoticed, not returned to	18%
5	GGPoker	11598	59%	Indifferent	126116	10794	10983	Noticed, not returned toNoticed, not returned to	5%
6	Sky Bet	11397	58%	Indifferent	118109	10491	11991	Chosen, not lovedAverage on all three	15%
7	Ladbrokes	11396	58%	Indifferent	111103	11096	11991	Ahead on all threeAverage on all three	7%
8	William Hill	11295	57%	Indifferent	10899	114100	11386	Credible, not first choiceLiked, not chosen	20%
9	PlayOJO	11295	57%	Indifferent	111102	115100	10983	Credible, not first choiceNoticed, not returned to	3%
10	Coral	10993	56%	Indifferent	10597	10894	11588	Relied on, not excitingNoticed, not returned to	3%

Showing 10 of 28 named brands. All 28 in the edition →

Rated but never named (12)

The models rated these brands when asked, but none of the category's answers named them.

IG Index · Unibet · Mr Green · 32Red · TalkSPORT Bet · 888sport · Tote · SBK · Kindred Group · Bwin · Midnite · Parimatch

Indexed against the average of the 40 indexed betting & gaming brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 40 betting & gaming brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Telecoms

Broadband edition ▶upset

Sky is the most desired broadband brand the answers name: Desire 69% of maximum, above indifference. 3% of the 32 brands rated sit above indifference. The brand AI names most often is Virgin Media, not the category's market leader.

3% above indifference · 97% indifferent · 0% below · 32 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Sky	128114	69%	Above indifference	132112	116108	136124	Ahead on all threeChosen, not loved	35%
2	Community Fibre	122109	66%	Indifferent	125106	119111	122111	Ahead on all threeCredible, not first choice	18%
3	EE	119106	64%	Indifferent	120102	113105	123112	Ahead on all threeRelied on, not exciting	25%
4	Vodafone	116104	62%	Indifferent	11295	113105	121111	Ahead on all threeRelied on, not exciting	28%
5	Hyperoptic	114103	62%	Indifferent	118100	110102	116106	Ahead on all threeAverage on all three	23%
6	Zen Internet	113102	61%	Indifferent	118100	119110	10394	Credible, not first choiceCredible, not first choice	7%
7	Three	113101	61%	Indifferent	11497	10598	120109	Chosen, not lovedAverage on all three	5%
8	Gigaclear	113102	61%	Indifferent	11598	114106	111102	Ahead on all threeAverage on all three	13%
9	CityFibre	112101	60%	Indifferent	11396	110102	114104	Ahead on all threeAverage on all three	17%
10	BT	10897	58%	Indifferent	10589	108100	112102	Relied on, not excitingRelied on, not exciting	40%

Showing 10 of 21 named brands. All 21 in the edition →

Rated but never named (11)

The models rated these brands when asked, but none of the category's answers named them.

KCOM · Fibrus · G.Network · Brawband · Cuckoo · Trooli · Post Office Broadband · Swish Fibre · FibreNest · SSE Broadband · Shell Energy Broadband

Indexed against the average of the 32 indexed broadband brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 32 broadband brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Sport

Budget Gyms edition ▶upset

Third Space is the most desired budget gyms brand the answers name: Desire 77% of maximum, above indifference. 50% of the 28 brands rated sit above indifference. The brand AI names most often is The Gym Group, not the category's market leader.

50% above indifference · 50% indifferent · 0% below · 28 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Third Space	121129	77%	Above indifference	122134	117116	122138	Ahead on all threeAhead on all three	5%
2	David Lloyd Clubs	117125	75%	Above indifference	115126	116115	120135	Ahead on all threeAhead on all three	10%
3	Nuffield Health	116124	74%	Above indifference	109120	120119	118133	Credible, not first choiceAhead on all three	10%
4	Gymbox	111119	72%	Above indifference	118130	104104	111125	Chosen, not lovedChosen, not loved	2%
5	Virgin Active	111119	71%	Above indifference	112123	109108	112125	Chosen, not lovedChosen, not loved	7%
6	PureGym	110118	71%	Above indifference	112122	106105	113127	Chosen, not lovedChosen, not loved	48%
7	Equinox	110118	71%	Above indifference	113124	110109	107120	Noticed, not returned toChosen, not loved	3%
8	Better	107115	69%	Above indifference	103113	111110	108121	Credible, not first choiceAhead on all three	33%
9	Anytime Fitness	106113	68%	Above indifference	102112	106105	110124	Relied on, not excitingChosen, not loved	10%
10	Everyone Active	105113	68%	Above indifference	99109	111110	106120	Credible, not first choiceRelied on, not exciting	2%

Showing 10 of 15 named brands. All 15 in the edition →

Rated but never named (13)

The models rated these brands when asked, but none of the category's answers named them.

Barry's · 1Rebel · F45 Training · Pure Sports Medicine · Village Gym · Places Leisure · Bannatyne Health Club · Snap Fitness · Total Fitness · Fusion Lifestyle · Fitness4Less · Banham Mews · Xercise4Less

Indexed against the average of the 28 indexed budget gyms brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 28 budget gyms brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Travel

Budget Hotels edition ▶

Premier Inn is the most desired budget hotels brand the answers name: Desire 71% of maximum, above indifference. 14% of the 28 brands rated sit above indifference.

14% above indifference · 86% indifferent · 0% below · 28 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Premier Inn	120119	71%	Above indifference	119121	116116	124120	Ahead on all threeAhead on all three	40%
2	Holiday Inn	109108	65%	Indifferent	104105	112112	110107	Credible, not first choiceCredible, not first choice	5%
3	Hampton by Hilton	106105	63%	Indifferent	106107	108108	10399	Average on all threeAverage on all three	2%
4	Crowne Plaza	106105	63%	Indifferent	106107	106106	105102	Average on all threeAverage on all three	2%
5	Holiday Inn Express	105104	63%	Indifferent	9799	110111	107104	Credible, not first choiceCredible, not first choice	5%
6	Z Hotels	103102	61%	Indifferent	106107	9898	105102	Average on all threeAverage on all three	2%
7	ibis	101101	60%	Indifferent	101102	102102	10198	Average on all threeAverage on all three	23%
8	The Pilgrm	9998	59%	Indifferent	104105	9696	9693	Average on all threeAverage on all three	2%
9	Point A Hotels	9797	58%	Indifferent	100101	9696	9693	Average on all threeAverage on all three	5%
10	Travelodge	9797	58%	Indifferent	9596	9596	10399	Average on all threeAverage on all three	37%

Showing 10 of 13 named brands. All 13 in the edition →

Rated but never named (15)

The models rated these brands when asked, but none of the category's answers named them.

DoubleTree by Hilton · citizenM · Radisson RED · Moxy Hotels · Room2 · Novotel · YOTEL · Treehouse Hotels · Mercure · Alofts · Best Western · Campanile · Days Inn · Alhambra Hotel · Premier Lodge

Indexed against the average of the 28 indexed budget hotels brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 28 budget hotels brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Technology

Budgeting & Bookkeeping Apps edition ▶upset

Monzo is the most desired budgeting & bookkeeping apps brand the answers name: Desire 77% of maximum, above indifference. 13% of the 67 brands rated sit above indifference. The brand AI names most often is Emma, not the category's market leader.

13% above indifference · 87% indifferent · 0% below · 67 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Monzo	131128	77%	Above indifference	138128	119117	137138	Ahead on all threeAhead on all three	22%
2	YNAB	129125	75%	Above indifference	132122	123120	133134	Ahead on all threeAhead on all three	27%
3	Starling Bank	126123	74%	Above indifference	131121	122119	127128	Ahead on all threeAhead on all three	18%
4	Revolut	125121	73%	Above indifference	136127	104102	135136	Chosen, not lovedChosen, not loved	3%
5	Xero	124121	72%	Above indifference	126117	122119	125126	Ahead on all threeAhead on all three	22%
6	Snoop	120117	70%	Above indifference	126117	112110	123124	Ahead on all threeAhead on all three	30%
7	Chase	120117	70%	Above indifference	126117	117115	117118	Ahead on all threeAhead on all three	8%
8	Splitwise	118115	69%	Above indifference	123114	112111	118120	Ahead on all threeAhead on all three	5%
9	Moneyhub	116113	68%	Above indifference	114105	117115	116117	Ahead on all threeRelied on, not exciting	5%
10	Zoho Books	113110	66%	Indifferent	113104	113112	111113	Ahead on all threeRelied on, not exciting	3%

Showing 10 of 49 named brands. All 49 in the edition →

Rated but never named (18)

The models rated these brands when asked, but none of the category's answers named them.

Credit Karma · Crunch · Receipt Bank · Goodbudget · TaxCalc · CoupleCash · WealthR · Booqable · Zeta · Climb · Kletta · Rentila · Methodwise · GoFile · Unbury.me · Oinkly · Pie Tax · RentalBux

Indexed against the average of the 67 indexed budgeting & bookkeeping apps brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 67 budgeting & bookkeeping apps brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Finance

Business Banking edition ▶upset

Monzo is the most desired business banking brand the answers name: Desire 78% of maximum, above indifference. 14% of the 42 brands rated sit above indifference. The brand AI names most often is Xero, not the category's market leader.

14% above indifference · 86% indifferent · 0% below · 42 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Monzo	127129	78%	Above indifference	135132	116118	132138	Ahead on all threeAhead on all three	30%
2	Wise	126128	77%	Above indifference	129126	124127	125130	Ahead on all threeAhead on all three	22%
3	Starling Bank	125127	76%	Above indifference	126123	122125	127133	Ahead on all threeAhead on all three	40%
4	Revolut	118120	72%	Above indifference	130127	9799	130135	Chosen, not lovedChosen, not loved	27%
5	Xero	116117	70%	Above indifference	116114	113116	118123	Ahead on all threeAhead on all three	43%
6	Stripe	114116	70%	Above indifference	117114	115118	111116	Ahead on all threeAhead on all three	8%
7	Co-operative Bank	109110	66%	Indifferent	104102	116119	106110	Credible, not first choiceCredible, not first choice	2%
8	Sage	108110	66%	Indifferent	105103	112114	107112	Credible, not first choiceCredible, not first choice	10%
9	Airwallex	107108	65%	Indifferent	109106	104106	109113	Average on all threeRelied on, not exciting	13%
10	Pleo	105107	64%	Indifferent	113110	104107	99103	Noticed, not returned toNoticed, not returned to	7%

Showing 10 of 31 named brands. All 31 in the edition →

Rated but never named (11)

The models rated these brands when asked, but none of the category's answers named them.

Atom Bank · Soldo · OakNorth · BigTime · CountingUp · Qonto · Payhawk · Metro Bank · Found · Cashplus · Bindo

Indexed against the average of the 42 indexed business banking brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 42 business banking brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Insurance

Car Insurance edition ▶upset

NFU Mutual is the most desired car insurance brand the answers name: Desire 66% of maximum, indifferent. 5% of the 39 brands rated sit above indifference. The brand AI names most often is Admiral, not the category's market leader.

5% above indifference · 95% indifferent · 0% below · 39 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	NFU Mutual	123110	66%	Indifferent	116101	132123	120106	Ahead on all threeCredible, not first choice	3%
2	Saga	123110	66%	Indifferent	120104	121114	127112	Ahead on all threeCredible, not first choice	3%
3	AA	121109	65%	Indifferent	120104	119112	125110	Ahead on all threeCredible, not first choice	7%
4	RAC	118105	63%	Indifferent	116101	115107	122108	Ahead on all threeAverage on all three	5%
5	Aviva	113102	61%	Indifferent	11096	115107	116102	Ahead on all threeAverage on all three	13%
6	Zego	113101	61%	Indifferent	11298	10497	122108	Chosen, not lovedAverage on all three	5%
7	Admiral	11199	59%	Indifferent	11499	107100	11097	Chosen, not lovedAverage on all three	20%
8	LV=	11098	59%	Indifferent	11297	112105	10592	Noticed, not returned toAverage on all three	10%
9	Marmalade	11098	59%	Indifferent	11398	10498	11299	Chosen, not lovedAverage on all three	5%
10	ingenie	10897	58%	Indifferent	10894	10699	11097	Relied on, not excitingAverage on all three	2%

Showing 10 of 24 named brands. All 24 in the edition →

Rated but never named (15)

The models rated these brands when asked, but none of the category's answers named them.

John Lewis · Marks & Spencer · Churchill · RSA · Veygo · Rooster · Ageas · Quote Me Happy · Sheilas' Wheels · Esure · ShortDrive · Bell · Zenith · Diamond · Bluebird Insurance

Indexed against the average of the 39 indexed car insurance brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 39 car insurance brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Automotive

Car Leasing edition ▶upset

Carwow is the most desired car leasing brand the answers name: Desire 72% of maximum, above indifference. 8% of the 36 brands rated sit above indifference. The brand AI names most often is First Vehicle Leasing, not the category's market leader.

8% above indifference · 92% indifferent · 0% below · 36 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Carwow	132121	72%	Above indifference	137125	120115	140123	Ahead on all threeAhead on all three	2%
2	Synergy Car Leasing	110101	60%	Indifferent	111100	112107	10793	Credible, not first choiceAverage on all three	3%
3	Nationwide Vehicle Contracts	10999	60%	Indifferent	10797	105101	115101	Relied on, not excitingAverage on all three	3%
4	Silverstone Leasing	10899	59%	Indifferent	10696	110105	10995	Credible, not first choiceAverage on all three	3%
5	Leasing Options	10495	57%	Indifferent	10393	105100	10491	Average on all threeAverage on all three	2%
6	Hippo Leasing	9991	54%	Indifferent	10090	9793	10188	Average on all threeLiked, not chosen	2%
7	LetsLease	9687	52%	Indifferent	9687	9389	9886	Average on all threeBehind on all three	3%
8	Britannia Car Leasing	9587	52%	Indifferent	9283	9792	9684	Average on all threeLiked, not chosen	2%
9	First Vehicle Leasing	9485	51%	Indifferent	9384	9489	9482	Average on all threeBehind on all three	5%
10	All Car Leasing	9183	50%	Indifferent	9889	9187	8373	Noticed, not returned toBehind on all three	5%

Showing 10 of 14 named brands. All 14 in the edition →

Rated but never named (22)

The models rated these brands when asked, but none of the category's answers named them.

Octopus EV · Vanarama · Select Car Leasing · Ayvens · LeasePlan · LeaseLoco · Flexed · Pink Car Leasing · Gateway2Lease · OSV · ZenAuto · Central Contracts · Car Lease Special Offers · Willow Leasing · Axis Vehicle Contracts · Express Vehicle Contracts · Total Car Leasing · Ling Used Car Leasing · VS Car Leasing · UK Car Line · Neva Consultants · Equip Car Leasing

Indexed against the average of the 36 indexed car leasing brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 36 car leasing brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Luxury

Champagne & Cognac edition ▶upset

Moët & Chandon is the most desired champagne & cognac brand the answers name: Desire 76% of maximum, above indifference. 35% of the 37 brands rated sit above indifference. The brand AI names most often is Dom Pérignon, not the category's market leader.

35% above indifference · 65% indifferent · 0% below · 37 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Moët & Chandon	120126	76%	Above indifference	121137	112120	130121	Ahead on all threeAhead on all three	12%
2	Veuve Clicquot	118123	74%	Above indifference	123140	108116	122114	Chosen, not lovedAhead on all three	10%
3	Dom Pérignon	116122	73%	Above indifference	119135	108115	122114	Chosen, not lovedAhead on all three	25%
4	Hennessy	116122	73%	Above indifference	122138	108115	119111	Chosen, not lovedAhead on all three	10%
5	Billecart-Salmon	115120	72%	Above indifference	116132	114122	114106	Ahead on all threeNoticed, not returned to	5%
6	Louis Roederer	115120	72%	Above indifference	115130	113121	116109	Ahead on all threeNoticed, not returned to	17%
7	Ruinart	115120	72%	Above indifference	115131	113121	115107	Ahead on all threeNoticed, not returned to	5%
8	Krug	114120	72%	Above indifference	115130	108116	121113	Chosen, not lovedAhead on all three	15%
9	Jacques Selosse	111116	70%	Above indifference	111126	112120	110103	Ahead on all threeNoticed, not returned to	7%
10	Laurent-Perrier	110115	69%	Above indifference	113128	104111	114106	Chosen, not lovedNoticed, not returned to	10%

Showing 10 of 28 named brands. All 28 in the edition →

Rated but never named (9)

The models rated these brands when asked, but none of the category's answers named them.

G.H. Mumm · Gosset · Perrier-Jouët · D'Ussé · Lanson · Ragnaud-Sabourin · Louis Royer · Canard-Duchêne · Guerin-Boutard

Indexed against the average of the 37 indexed champagne & cognac brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 37 champagne & cognac brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Food

Chocolate edition ▶upset

Bettys is the most desired chocolate brand the answers name: Desire 76% of maximum, above indifference. 20% of the 55 brands rated sit above indifference. The brand AI names most often is Melt Chocolates, not the category's market leader.

20% above indifference · 80% indifferent · 0% below · 55 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Bettys	124127	76%	Above indifference	119133	122124	132124	Ahead on all threeAhead on all three	5%
2	Tony's Chocolonely	122125	75%	Above indifference	119134	131134	114107	Ahead on all threeNoticed, not returned to	5%
3	Cadbury	118121	73%	Above indifference	122137	106108	126118	Chosen, not lovedChosen, not loved	32%
4	Fortnum & Mason	117120	72%	Above indifference	110123	117119	126118	Ahead on all threeAhead on all three	8%
5	Hotel Chocolat	116119	71%	Above indifference	113127	109111	126118	Chosen, not lovedAhead on all three	15%
6	Kinder	111114	69%	Above indifference	114128	106108	114107	Chosen, not lovedNoticed, not returned to	8%
7	Ferrero Rocher	111114	68%	Above indifference	113126	106109	115107	Chosen, not lovedNoticed, not returned to	7%
8	Pump Street Chocolate	110113	68%	Above indifference	106119	117120	107101	Credible, not first choiceCredible, not first choice	3%
9	KitKat	109112	67%	Above indifference	112125	102104	114107	Chosen, not lovedNoticed, not returned to	20%
10	M&M's	109112	67%	Above indifference	114128	99101	116108	Chosen, not lovedNoticed, not returned to	2%

Showing 10 of 45 named brands. All 45 in the edition →

Rated but never named (10)

The models rated these brands when asked, but none of the category's answers named them.

Terry's · Prestat · Venchi · Monty Bojangles · Milka · Ocelot · Duffy's Chocolate · Bendicks · Mon Chéri · House of Dorchester

Indexed against the average of the 55 indexed chocolate brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 55 chocolate brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Technology

Cloud Storage & Web Hosting edition ▶upset

Google Photos is the most desired cloud storage & web hosting brand the answers name: Desire 77% of maximum, above indifference. 20% of the 66 brands rated sit above indifference. The brand AI names most often is Google Drive, not the category's market leader.

20% above indifference · 80% indifferent · 0% below · 66 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Google Photos	131128	77%	Above indifference	133127	116118	145138	Ahead on all threeAhead on all three	35%
2	Apple iCloud	129125	75%	Above indifference	123118	120122	144137	Ahead on all threeAhead on all three	50%
3	Google Drive	124121	73%	Above indifference	124119	114115	136129	Ahead on all threeAhead on all three	53%
4	Vercel	121118	71%	Above indifference	127122	113115	122116	Ahead on all threeAhead on all three	12%
5	Nextcloud	121118	71%	Above indifference	120114	127129	117111	Ahead on all threeAhead on all three	3%
6	Cloudflare	121118	71%	Above indifference	124118	117119	123117	Ahead on all threeAhead on all three	10%
7	Proton Drive	119116	69%	Above indifference	112107	125127	118112	Ahead on all threeCredible, not first choice	10%
8	AWS	118115	69%	Above indifference	121116	111112	122116	Ahead on all threeAhead on all three	8%
9	GitHub Pages	118115	69%	Above indifference	116111	116117	122116	Ahead on all threeAhead on all three	17%
10	Replit	118115	69%	Above indifference	128122	103104	125119	Chosen, not lovedChosen, not loved	2%

Showing 10 of 48 named brands. All 48 in the edition →

Rated but never named (18)

The models rated these brands when asked, but none of the category's answers named them.

Hetzner · NordLocker · OVHcloud · OwnCloud · Vultr · Indifferent Broccoli · Jottacloud · Gaming Deluxe · A2 Hosting · DreamHost · InMotion Hosting · Low.MS · DatHost · HostArmada · EUGameHost · Iconic Servers · Terabox · VM6 Networks

Indexed against the average of the 66 indexed cloud storage & web hosting brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 66 cloud storage & web hosting brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Retail

Consumer Electronics & Appliances edition ▶upset

Apple is the most desired consumer electronics & appliances brand the answers name: Desire 85% of maximum, above indifference. 32% of the 38 brands rated sit above indifference. The brand AI names most often is Bosch, not the category's market leader.

32% above indifference · 68% indifferent · 0% below · 38 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Apple	140142	85%	Above indifference	146146	129129	144150	Ahead on all threeAhead on all three	7%
2	Samsung	125126	76%	Above indifference	129129	115115	129136	Ahead on all threeAhead on all three	10%
3	John Lewis	123124	75%	Above indifference	118118	127126	123129	Ahead on all threeAhead on all three	8%
4	Miele	123125	75%	Above indifference	123122	125125	121127	Ahead on all threeAhead on all three	8%
5	Amazon	122123	74%	Above indifference	125125	101101	138145	Chosen, not lovedChosen, not loved	8%
6	Ninja	121122	73%	Above indifference	131130	107107	124130	Chosen, not lovedChosen, not loved	5%
7	Bosch	119121	72%	Above indifference	120119	121121	117122	Ahead on all threeAhead on all three	17%
8	Dualit	114116	69%	Above indifference	116116	120120	105110	Credible, not first choiceAhead on all three	3%
9	Sonos	114115	69%	Above indifference	122121	109108	111117	Chosen, not lovedChosen, not loved	7%
10	AO	113115	69%	Above indifference	110110	113112	117122	Ahead on all threeAhead on all three	10%

Showing 10 of 26 named brands. All 26 in the edition →

Rated but never named (12)

The models rated these brands when asked, but none of the category's answers named them.

Costco · Richer Sounds · Sainsbury's · Tesco · Overclockers · ASDA · Marks Electrical · Ebuyer · Hughes · Electrical Discount · Laptops Direct · RGB Direct

Indexed against the average of the 38 indexed consumer electronics & appliances brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 38 consumer electronics & appliances brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Professional

Conveyancing, Wills & Probate edition ▶

Citizens Advice is the most desired conveyancing, wills & probate brand the answers name: Desire 83% of maximum, above indifference. 2% of the 47 brands rated sit above indifference.

2% above indifference · 98% indifferent · 0% below · 47 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Citizens Advice	147138	83%	Above indifference	149133	135137	160143	Ahead on all threeAhead on all three	5%
2	Farewill	118111	66%	Indifferent	120107	111113	126112	Ahead on all threeCredible, not first choice	3%
3	Octopus Legacy	118110	66%	Indifferent	122109	113115	120106	Ahead on all threeCredible, not first choice	2%
4	Which? Wills	115108	65%	Indifferent	116103	117119	113100	Ahead on all threeCredible, not first choice	5%
5	Co-op Legal Services	107100	60%	Indifferent	10594	106108	10997	Average on all threeAverage on all three	7%
6	Guardian Angel	10296	57%	Indifferent	10190	99100	10996	Average on all threeCredible, not first choice	3%
7	UK Probate	10194	57%	Indifferent	9988	105106	9887	Average on all threeLiked, not chosen	7%
8	Muve	10094	56%	Indifferent	10594	9495	10392	Average on all threeAverage on all three	5%
9	JMW Solicitors	9993	56%	Indifferent	10493	100102	9383	Average on all threeLiked, not chosen	3%
10	PSR Solicitors	9690	54%	Indifferent	9484	99101	9383	Average on all threeLiked, not chosen	3%

Showing 10 of 18 named brands. All 18 in the edition →

Rated but never named (29)

The models rated these brands when asked, but none of the category's answers named them.

amicable · Irwin Mitchell · Blake Morgan · Farrer & Co · Mills & Reeve · Latitude Law · Hugh James · Gowling WLG · TLT · Boyes Turner · Wren Sterling · Taylor Rose MW · Shoosmiths · Michelmores · Levi Solicitors · Clarke Willmott · Weightmans · Convey Law · Shakespeare Martineau · QualitySolicitors · Gordons LLP · Slater and Gordon · Simpson Millar · ONP Solicitors · ClearLegacy · Kings Court Trust · Rowe Bristol · Beechwood Solicitors · Lewis Mitchell Solicitors

Indexed against the average of the 47 indexed conveyancing, wills & probate brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 47 conveyancing, wills & probate brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Finance

Credit Cards edition ▶

Monzo is the most desired credit cards brand the answers name: Desire 73% of maximum, above indifference. 22% of the 36 brands rated sit above indifference.

22% above indifference · 78% indifferent · 0% below · 36 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Monzo	129122	73%	Above indifference	136123	117112	136132	Ahead on all threeAhead on all three	5%
2	American Express	127120	72%	Above indifference	131118	124118	128125	Ahead on all threeAhead on all three	13%
3	Nationwide	126119	71%	Above indifference	123111	128122	126123	Ahead on all threeAhead on all three	5%
4	Starling Bank	125118	71%	Above indifference	128115	122116	125122	Ahead on all threeAhead on all three	7%
5	Revolut	124117	70%	Above indifference	136123	10398	136133	Chosen, not lovedChosen, not loved	3%
6	Lloyds Bank	112106	63%	Indifferent	10696	114108	116113	Relied on, not excitingRelied on, not exciting	13%
7	Virgin Money	110104	63%	Indifferent	115104	106100	111109	Chosen, not lovedAverage on all three	7%
8	NatWest	107101	61%	Indifferent	10090	112107	109106	Credible, not first choiceCredible, not first choice	10%
9	Chase	10599	59%	Indifferent	111100	10095	103101	Noticed, not returned toAverage on all three	17%
10	Yonder	10397	58%	Indifferent	10695	10095	104101	Average on all threeAverage on all three	2%

Showing 10 of 22 named brands. All 22 in the edition →

Rated but never named (14)

The models rated these brands when asked, but none of the category's answers named them.

John Lewis · Coutts · First Direct · Zopa · Bank of Scotland · M&S Bank · Curve · Sainsbury's Bank · Metro Bank · Poundland · Asda Money · Creation · Bip · Marbles

Indexed against the average of the 36 indexed credit cards brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 36 credit cards brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Health

Dental Care edition ▶upset

Invisalign is the most desired dental care brand the answers name: Desire 76% of maximum, above indifference. 9% of the 33 brands rated sit above indifference. The brand AI names most often is Invisalign, not the category's market leader.

9% above indifference · 91% indifferent · 0% below · 33 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Invisalign	128126	76%	Above indifference	137133	117115	128131	Ahead on all threeAhead on all three	8%
2	Sensodyne	120119	71%	Above indifference	120117	117115	122125	Ahead on all threeAhead on all three	3%
3	Opalescence	114113	68%	Above indifference	125121	109107	107109	Noticed, not returned toNoticed, not returned to	3%
4	Bupa Dental Care	110109	65%	Indifferent	106103	110108	113115	Relied on, not excitingRelied on, not exciting	3%
5	Crest	105104	63%	Indifferent	112109	105103	100102	Noticed, not returned toAverage on all three	2%
6	portman dental care	105104	62%	Indifferent	104101	106105	105107	Average on all threeAverage on all three	2%
7	Quip	103102	61%	Indifferent	103100	104102	103104	Average on all threeAverage on all three	2%
8	mydentist	9493	56%	Indifferent	9390	8988	100102	Relied on, not excitingRelied on, not exciting	5%
9	Perfect Smile	9392	55%	Indifferent	9593	8987	9495	Noticed, not returned toRelied on, not exciting	2%
10	Lumineux	9393	56%	Indifferent	9593	9290	9395	Average on all threeRelied on, not exciting	2%

Showing 10 of 12 named brands. All 12 in the edition →

Rated but never named (21)

The models rated these brands when asked, but none of the category's answers named them.

South Kensington Medical & Dental · The 24|7 Dentist · smile clinic · Pearl Dental Clinic · dental spa · Bamboo Dental · Bayswater Dental Clinic · Appletree Dental · Curo Dental · Advance Dental Clinic · Bank Dental Practice · SpaDental · Hertford Dental Care · Smile Essential · zenith dental · City Dental · Damira Dental Studios · Confidental · One Dental · Genix Healthcare · Dental Practice Group

Indexed against the average of the 33 indexed dental care brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 33 dental care brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Beauty

Dermatological Skincare edition ▶upset

Dove is the most desired dermatological skincare brand the answers name: Desire 77% of maximum, above indifference. 51% of the 43 brands rated sit above indifference. The brand AI names most often is Vaseline, not the category's market leader.

51% above indifference · 49% indifferent · 0% below · 43 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Dove	118129	77%	Above indifference	122130	115124	118132	Ahead on all threeAhead on all three	5%
2	Nivea	115125	75%	Above indifference	117126	110118	117131	Ahead on all threeAhead on all three	8%
3	La Roche-Posay	114124	74%	Above indifference	115124	112121	114127	Ahead on all threeAhead on all three	7%
4	CeraVe	113123	74%	Above indifference	115123	111120	113126	Ahead on all threeAhead on all three	15%
5	The Ordinary	111121	73%	Above indifference	116125	106114	111124	Chosen, not lovedAhead on all three	3%
6	Eucerin	110120	72%	Above indifference	109117	111120	110123	Credible, not first choiceAhead on all three	2%
7	Avene	108117	70%	Above indifference	109116	108117	107119	Average on all threeAhead on all three	3%
8	Aveeno	108118	71%	Above indifference	109117	108117	107119	Average on all threeAhead on all three	8%
9	Childs Farm	107116	70%	Above indifference	107114	109118	104116	Average on all threeAhead on all three	3%
10	No7	105114	68%	Above indifference	107115	101110	106118	Average on all threeAhead on all three	2%

Showing 10 of 20 named brands. All 20 in the edition →

Rated but never named (23)

The models rated these brands when asked, but none of the category's answers named them.

Paula's Choice · Inkey List · Bioderma · Green People · Bondi Sands · Byoma · Pixi · Vichy · Neutrogena · KraveBeauty · Embryolisse · QV · Sanex · Zerobase · Q+A · Diprobase · Epimax · Doublebase · Sister & Co · Cien · Ceramol · Stratia · Zerafite

Indexed against the average of the 43 indexed dermatological skincare brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 43 dermatological skincare brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Finance

Digital Current Accounts edition ▶

Monzo is the most desired digital current accounts brand the answers name: Desire 77% of maximum, above indifference. 19% of the 52 brands rated sit above indifference.

19% above indifference · 81% indifferent · 0% below · 52 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Monzo	129128	77%	Above indifference	136130	117116	136138	Ahead on all threeAhead on all three	43%
2	Starling Bank	124123	74%	Above indifference	128123	120120	123125	Ahead on all threeAhead on all three	38%
3	Wise	123122	73%	Above indifference	128123	121121	121123	Ahead on all threeAhead on all three	7%
4	YNAB	121120	72%	Above indifference	127122	115115	122125	Ahead on all threeAhead on all three	2%
5	Revolut	120119	71%	Above indifference	129124	101101	131133	Chosen, not lovedChosen, not loved	25%
6	Splitwise	118117	70%	Above indifference	123118	116115	116119	Ahead on all threeAhead on all three	2%
7	Nationwide	117116	70%	Above indifference	109105	121121	121123	Credible, not first choiceRelied on, not exciting	20%
8	First Direct	114113	68%	Above indifference	116112	113113	113115	Ahead on all threeAhead on all three	5%
9	Moneybox	112111	67%	Above indifference	118113	106106	113116	Chosen, not lovedChosen, not loved	3%
10	Snoop	112111	67%	Indifferent	118113	108108	110112	Chosen, not lovedChosen, not loved	7%

Showing 10 of 32 named brands. All 32 in the edition →

Rated but never named (20)

The models rated these brands when asked, but none of the category's answers named them.

Triodos Bank · Atom Bank · Kroo · Rooster Money · Rocket Money · ANNA Money · Virgin Money · PocketGuard · Countingup · Tesco Bank · Marcus · Smile · Yolt · EveryDollar · Currensea · Monese · Goodbudget · Zing · Monarch Money · Pockit

Indexed against the average of the 52 indexed digital current accounts brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 52 digital current accounts brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Grocery

Discount Stores edition ▶

Aldi is the most desired discount stores brand the answers name: Desire 73% of maximum, above indifference. 23% of the 26 brands rated sit above indifference.

23% above indifference · 77% indifferent · 0% below · 26 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Aldi	127122	73%	Above indifference	130127	121113	128127	Ahead on all threeAhead on all three	20%
2	Lidl	125121	72%	Above indifference	127124	121113	126125	Ahead on all threeAhead on all three	20%
3	Superdrug	121116	70%	Above indifference	116113	120111	126125	Ahead on all threeAhead on all three	2%
4	TK Maxx	120115	69%	Above indifference	135131	10396	120119	Chosen, not lovedChosen, not loved	8%
5	Iceland	119114	69%	Above indifference	116113	116108	123123	Ahead on all threeChosen, not loved	3%
6	Community Shop	116112	67%	Above indifference	109106	125116	113112	Credible, not first choiceCredible, not first choice	2%
7	Home Bargains	112108	65%	Indifferent	118114	107100	112111	Chosen, not lovedChosen, not loved	33%
8	Company Shop	111107	64%	Indifferent	111108	117109	106105	Credible, not first choiceAverage on all three	2%
9	HomeSense	111107	64%	Indifferent	118114	10497	110109	Chosen, not lovedNoticed, not returned to	5%
10	B&M	107104	62%	Indifferent	112109	9993	111110	Chosen, not lovedRelied on, not exciting	43%

Showing 10 of 20 named brands. All 20 in the edition →

Rated but never named (6)

The models rated these brands when asked, but none of the category's answers named them.

Pepco · Approved Food · QD Stores · Low Price Foods · Semichem · HomeSavers

Indexed against the average of the 26 indexed discount stores brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 26 discount stores brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Automotive

Electric Cars edition ▶

Porsche is the most desired electric cars brand the answers name: Desire 80% of maximum, above indifference. 31% of the 35 brands rated sit above indifference.

31% above indifference · 69% indifferent · 0% below · 35 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Porsche	125133	80%	Above indifference	132146	118121	125133	Ahead on all threeAhead on all three	7%
2	Toyota	121129	77%	Above indifference	117129	124127	122130	Ahead on all threeAhead on all three	2%
3	Volvo	114122	73%	Above indifference	105116	124128	114121	Credible, not first choiceAhead on all three	5%
4	Audi	113121	72%	Above indifference	114126	110113	116123	Ahead on all threeAhead on all three	7%
5	Mercedes-Benz	112119	72%	Above indifference	111122	109112	116124	Chosen, not lovedAhead on all three	8%
6	Mini	112119	72%	Above indifference	119131	101104	115123	Chosen, not lovedChosen, not loved	7%
7	Tesla	111118	71%	Above indifference	118131	9396	120128	Chosen, not lovedChosen, not loved	40%
8	Kia	111118	71%	Above indifference	109120	113116	111118	Credible, not first choiceAhead on all three	25%
9	BMW	107114	69%	Above indifference	111122	104107	107113	Noticed, not returned toChosen, not loved	20%
10	Skoda	104111	67%	Above indifference	101111	110113	103109	Credible, not first choiceCredible, not first choice	17%

Showing 10 of 27 named brands. All 27 in the edition →

Rated but never named (8)

The models rated these brands when asked, but none of the category's answers named them.

Lexus · Rivian · Genesis · Subaru · Dacia · Abarth · Alfa Romeo · Zeekr

Indexed against the average of the 35 indexed electric cars brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 35 electric cars brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Energy

Energy Suppliers edition ▶

Octopus Energy is the most desired energy suppliers brand the answers name: Desire 77% of maximum, above indifference. 4% of the 26 brands rated sit above indifference.

4% above indifference · 89% indifferent · 8% below · 26 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Octopus Energy	154128	77%	Above indifference	165134	140122	160128	Ahead on all threeAhead on all three	20%
2	Ecotricity	131108	65%	Indifferent	134108	131115	126101	Ahead on all threeCredible, not first choice	2%
3	Good Energy	131108	65%	Indifferent	130105	133116	129103	Ahead on all threeCredible, not first choice	3%
4	OVO Energy	126104	62%	Indifferent	124100	119104	135108	Ahead on all threeAverage on all three	10%
5	E.ON Next	11797	58%	Indifferent	11189	115101	126101	Ahead on all threeCredible, not first choice	10%
6	British Gas	11595	57%	Indifferent	10787	10894	130104	Relied on, not excitingRelied on, not exciting	13%
7	Utility Warehouse	10890	54%	Indifferent	11391	9986	11492	Chosen, not lovedRelied on, not exciting	3%
8	EDF Energy	10889	54%	Indifferent	10384	10894	11390	Relied on, not excitingLiked, not chosen	10%
9	Green Energy	10688	53%	Indifferent	10383	116101	9879	Credible, not first choiceLiked, not chosen	5%
10	ScottishPower	9478	47%	Indifferent	9375	9583	9576	Average on all threeBehind on all three	10%

Showing 10 of 11 named brands. All 11 in the edition →

Rated but never named (15)

The models rated these brands when asked, but none of the category's answers named them.

Co-op Energy · Ebico · So Energy · Utilita · Bulb · People's Energy · Fuse Energy · Outfox the Market · Bristol Energy · Shell Energy · Robin Hood Energy · Daligas · Affect Energy · Symbio Energy · Igloo Energy

Indexed against the average of the 26 indexed energy suppliers brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 26 energy suppliers brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Retail

Fashion & Clothing edition ▶upset

John Lewis is the most desired fashion & clothing brand the answers name: Desire 77% of maximum, above indifference. 21% of the 33 brands rated sit above indifference. The brand AI names most often is Very, not the category's market leader.

21% above indifference · 79% indifferent · 0% below · 33 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	John Lewis	129128	77%	Above indifference	124126	132127	132132	Ahead on all threeAhead on all three	12%
2	Marks & Spencer	128127	76%	Above indifference	123125	132126	130131	Ahead on all threeAhead on all three	20%
3	Tesco	120119	71%	Above indifference	108110	118113	134135	Relied on, not excitingAhead on all three	8%
4	Next	118117	70%	Above indifference	112114	119114	122122	Ahead on all threeAhead on all three	25%
5	Uniqlo	117116	70%	Above indifference	117119	116112	118118	Ahead on all threeAhead on all three	3%
6	Sainsbury's	115115	69%	Above indifference	103104	117112	127127	Relied on, not excitingRelied on, not exciting	13%
7	TK Maxx	110109	65%	Indifferent	123124	9693	111111	Chosen, not lovedChosen, not loved	2%
8	ASOS	108107	64%	Indifferent	112114	10197	110110	Chosen, not lovedChosen, not loved	7%
9	Zara	107106	63%	Indifferent	120122	9288	107107	Noticed, not returned toNoticed, not returned to	8%
10	H&M	101100	60%	Indifferent	102104	9692	103104	Average on all threeAverage on all three	10%

Showing 10 of 19 named brands. All 19 in the edition →

Rated but never named (14)

The models rated these brands when asked, but none of the category's answers named them.

Boden · COS · White Stuff · Joules · Mango · FatFace · Schuh · Phase Eight · Monsoon · Nutmeg · River Island · New Look · Pepco · Debenhams

Indexed against the average of the 33 indexed fashion & clothing brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 33 fashion & clothing brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Luxury

Fashion & Leather Goods edition ▶upset

Hermès is the most desired fashion & leather goods brand the answers name: Desire 76% of maximum, above indifference. 39% of the 41 brands rated sit above indifference. The brand AI names most often is Hermès, not the category's market leader.

39% above indifference · 61% indifferent · 0% below · 41 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Hermès	117126	76%	Above indifference	117136	116119	119124	Ahead on all threeAhead on all three	30%
2	Brunello Cucinelli	112121	73%	Above indifference	103120	121125	113118	Credible, not first choiceAhead on all three	3%
3	Prada	110119	71%	Above indifference	111129	107110	113118	Chosen, not lovedAhead on all three	13%
4	Louis Vuitton	110118	71%	Above indifference	112131	105108	112117	Chosen, not lovedChosen, not loved	27%
5	Dior	110118	71%	Above indifference	114133	102105	113118	Chosen, not lovedChosen, not loved	15%
6	Rimowa	109117	70%	Above indifference	106123	111114	110114	Credible, not first choiceAhead on all three	8%
7	Bottega Veneta	109117	70%	Above indifference	107125	107110	112117	Relied on, not excitingAhead on all three	13%
8	Briggs & Riley	109117	70%	Above indifference	98114	116119	114118	Credible, not first choiceAhead on all three	8%
9	Chanel	108117	70%	Above indifference	111129	102105	112117	Chosen, not lovedChosen, not loved	28%
10	Loewe	107115	69%	Above indifference	107124	106109	107112	Average on all threeChosen, not loved	20%

Showing 10 of 38 named brands. All 38 in the edition →

Rated but never named (3)

The models rated these brands when asked, but none of the category's answers named them.

Alexander McQueen · Dolce & Gabbana · Strathberry

Indexed against the average of the 41 indexed fashion & leather goods brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 41 fashion & leather goods brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Property

Fitted Kitchens edition ▶upset

IKEA is the most desired fitted kitchens brand the answers name: Desire 75% of maximum, above indifference. 8% of the 48 brands rated sit above indifference. The brand AI names most often is DIY Kitchens, not the category's market leader.

8% above indifference · 90% indifferent · 2% below · 48 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	IKEA	136126	75%	Above indifference	139128	124118	145132	Ahead on all threeAhead on all three	7%
2	Screwfix	124115	69%	Above indifference	122112	118112	134123	Ahead on all threeAhead on all three	2%
3	Blum	123114	68%	Above indifference	126116	123118	119108	Ahead on all threeCredible, not first choice	3%
4	DIY Kitchens	122113	68%	Above indifference	126116	114109	125114	Ahead on all threeChosen, not loved	8%
5	B&Q	120111	67%	Indifferent	113103	113107	134122	Ahead on all threeRelied on, not exciting	3%
6	Howdens	118110	66%	Indifferent	118109	116111	120109	Ahead on all threeCredible, not first choice	5%
7	Wickes	118109	66%	Indifferent	115105	113108	127116	Ahead on all threeRelied on, not exciting	3%
8	Osmo	115107	64%	Indifferent	114105	118112	113103	Ahead on all threeCredible, not first choice	5%
9	Junckers	112104	62%	Indifferent	113104	119114	10394	Credible, not first choiceCredible, not first choice	2%
10	Liberon	111103	62%	Indifferent	114105	115110	10495	Credible, not first choiceCredible, not first choice	2%

Showing 10 of 21 named brands. All 21 in the edition →

Rated but never named (27)

The models rated these brands when asked, but none of the category's answers named them.

Wren Kitchens · Magnet · Toolstation · Jewson · Travis Perkins · Selco · City Plumbing · Wayfair · WOCA · Uform · Plumb Center · Homebase · Victoria Plum · Barrettine · Plank Hardware · Leader Doors · Lark & Larks · Tap Warehouse · Online Door Store · Direct Doors · Drench · Discount Kitchen Factory · ColorFill · Boid · Fronterior · PWS · MFI

Indexed against the average of the 48 indexed fitted kitchens brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 48 fitted kitchens brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Food

Food Delivery edition ▶

M&S is the most desired food delivery brand the answers name: Desire 78% of maximum, above indifference. 20% of the 45 brands rated sit above indifference.

20% above indifference · 71% indifferent · 9% below · 45 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	M&S	148130	78%	Above indifference	150128	147126	148137	Ahead on all threeAhead on all three	2%
2	Waitrose	146128	77%	Above indifference	147125	149128	142131	Ahead on all threeAhead on all three	3%
3	Boots	142124	75%	Above indifference	141120	139120	145134	Ahead on all threeAhead on all three	2%
4	Ocado	140123	74%	Above indifference	138117	135116	148136	Ahead on all threeAhead on all three	8%
5	Aldi	139122	73%	Above indifference	140119	134115	143132	Ahead on all threeAhead on all three	2%
6	Lidl	139122	73%	Above indifference	141120	134115	141130	Ahead on all threeAhead on all three	2%
7	Tesco	132115	69%	Above indifference	127108	131112	137126	Ahead on all threeRelied on, not exciting	15%
8	Co-op	132115	69%	Above indifference	124105	139120	131121	Ahead on all threeRelied on, not exciting	5%
9	Sainsbury's	128113	68%	Above indifference	125106	129110	132121	Ahead on all threeRelied on, not exciting	5%
10	Eat Local	124108	65%	Indifferent	118100	138118	116107	Ahead on all threeCredible, not first choice	3%

Showing 10 of 24 named brands. All 24 in the edition →

Rated but never named (21)

The models rated these brands when asked, but none of the category's answers named them.

Whole Foods · Iceland · Amazon Fresh · Food Library · Snappy Shopper · Cherrypick · Jiffy · Gorillas · Delivery Hero · Glovo · Wolt · Foodpanda · EatEasy · Zomato · Hungryhouse · Instacart · Eat&Repeat · Weezy · App4 · FoodCiti · GetMeFood

Indexed against the average of the 45 indexed food delivery brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 45 food delivery brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Food

Food-to-Go & Bakeries edition ▶

Marks & Spencer is the most desired food-to-go & bakeries brand the answers name: Desire 73% of maximum, above indifference. 30% of the 40 brands rated sit above indifference.

30% above indifference · 70% indifferent · 0% below · 40 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Marks & Spencer	121121	73%	Above indifference	115120	121118	127125	Ahead on all threeAhead on all three	12%
2	Beigel Bake	115116	69%	Above indifference	123128	108106	114113	Chosen, not lovedChosen, not loved	3%
3	Boots	114115	69%	Above indifference	102106	115113	127125	Relied on, not excitingRelied on, not exciting	7%
4	Pret A Manger	113113	68%	Above indifference	107112	110108	123121	Relied on, not excitingChosen, not loved	20%
5	Tesco	113114	68%	Above indifference	102106	111109	127126	Relied on, not excitingRelied on, not exciting	30%
6	Greggs	113114	68%	Above indifference	117122	104102	118117	Chosen, not lovedChosen, not loved	42%
7	McDonald's	113113	68%	Above indifference	116121	104102	118117	Chosen, not lovedChosen, not loved	7%
8	Sainsbury's	112113	68%	Above indifference	99104	116113	122121	Relied on, not excitingRelied on, not exciting	5%
9	Leon	111112	67%	Above indifference	111116	111109	111110	Ahead on all threeChosen, not loved	2%
10	Bread Ahead	111111	67%	Indifferent	120125	109106	103102	Noticed, not returned toNoticed, not returned to	2%

Showing 10 of 27 named brands. All 27 in the edition →

Rated but never named (13)

The models rated these brands when asked, but none of the category's answers named them.

Lidl · Boston Tea Party · The Breakfast Club · Huffkins · Buns From Home · JD Wetherspoon · Greene King · Galloways · Gino's Gelato · All Bar One · Burger King · Gourmet Burger Kitchen · Patisserie Valerie

Indexed against the average of the 40 indexed food-to-go & bakeries brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 40 food-to-go & bakeries brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Luxury

Fragrance & Beauty edition ▶upset

Diptyque is the most desired fragrance & beauty brand the answers name: Desire 76% of maximum, above indifference. 66% of the 41 brands rated sit above indifference. The brand AI names most often is Charlotte Tilbury, not the category's market leader.

66% above indifference · 34% indifferent · 0% below · 41 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Diptyque	110126	76%	Above indifference	110136	107116	113127	Chosen, not lovedAhead on all three	3%
2	Chanel	109125	75%	Above indifference	111137	106115	110124	Chosen, not lovedAhead on all three	3%
3	Jo Malone London	109125	75%	Above indifference	109135	104112	112127	Relied on, not excitingAhead on all three	3%
4	MAC Cosmetics	108124	74%	Above indifference	111137	102110	110125	Chosen, not lovedAhead on all three	3%
5	Dior	108124	75%	Above indifference	109135	104112	112126	Relied on, not excitingAhead on all three	3%
6	Charlotte Tilbury	105121	73%	Above indifference	109135	101110	106119	Average on all threeAhead on all three	7%
7	Maison Francis Kurkdjian	104120	72%	Above indifference	108133	102110	103116	Average on all threeAhead on all three	3%
8	Clinique	104120	72%	Above indifference	97119	112122	105119	Credible, not first choiceAhead on all three	2%
9	Estée Lauder	103119	71%	Above indifference	102126	105113	103116	Average on all threeAhead on all three	3%
10	Elemis	103118	71%	Above indifference	102125	103112	103117	Average on all threeAhead on all three	3%

Showing 10 of 22 named brands. All 22 in the edition →

Rated but never named (19)

The models rated these brands when asked, but none of the category's answers named them.

Hermès · Le Labo · Guerlain · SkinCeuticals · Kiehl's · Penhaligon's · Burberry · Clarins · Bobbi Brown · Armani Beauty · Byredo · Roja Dove · Acqua di Parma · Tatcha · Tom Ford · Sisley · Prada Beauty · Givenchy · Elizabeth Arden

Indexed against the average of the 41 indexed fragrance & beauty brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 41 fragrance & beauty brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Energy

Fuel & EV Charging edition ▶upset

Costco is the most desired fuel & ev charging brand the answers name: Desire 72% of maximum, above indifference. 13% of the 38 brands rated sit above indifference. The brand AI names most often is BP, not the category's market leader.

13% above indifference · 87% indifferent · 0% below · 38 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Costco	133121	72%	Above indifference	140124	126116	134122	Ahead on all threeAhead on all three	5%
2	Sainsbury's	129117	70%	Above indifference	124111	122112	141128	Ahead on all threeAhead on all three	13%
3	Tesla	127115	69%	Above indifference	139124	10799	135123	Chosen, not lovedChosen, not loved	25%
4	Tesco	127115	69%	Above indifference	124111	116107	141129	Ahead on all threeChosen, not loved	17%
5	Westmorland Family	126115	69%	Above indifference	134119	123113	122112	Ahead on all threeAhead on all three	2%
6	Shell	122111	66%	Indifferent	128114	111102	128116	Ahead on all threeChosen, not loved	23%
7	Fastned	119108	65%	Indifferent	120107	119110	118107	Ahead on all threeCredible, not first choice	10%
8	Osprey Charging	114104	62%	Indifferent	11098	112103	121110	Ahead on all threeRelied on, not exciting	12%
9	InstaVolt	114104	62%	Indifferent	117105	111103	114104	Ahead on all threeAverage on all three	17%
10	Pod Point	113103	62%	Indifferent	11098	113104	116106	Ahead on all threeAverage on all three	7%

Showing 10 of 32 named brands. All 32 in the edition →

Rated but never named (6)

The models rated these brands when asked, but none of the category's answers named them.

Euro Garages · Prema Energy · Highland Fuels · Jet · AS 24 · LubiQ Fuels

Indexed against the average of the 38 indexed fuel & ev charging brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 38 fuel & ev charging brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Home

Furniture & Homeware edition ▶upset

John Lewis is the most desired furniture & homeware brand the answers name: Desire 76% of maximum, above indifference. 32% of the 37 brands rated sit above indifference. The brand AI names most often is IKEA, not the category's market leader.

32% above indifference · 68% indifferent · 0% below · 37 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	John Lewis	123127	76%	Above indifference	121126	128127	121129	Ahead on all threeAhead on all three	12%
2	Marks & Spencer	122126	76%	Above indifference	119124	126125	120128	Ahead on all threeAhead on all three	3%
3	IKEA	121125	75%	Above indifference	122127	115114	126134	Ahead on all threeAhead on all three	32%
4	Lakeland	118122	73%	Above indifference	117122	116115	121129	Ahead on all threeAhead on all three	2%
5	Tesco	114118	71%	Above indifference	105110	113112	124133	Relied on, not excitingAhead on all three	3%
6	The White Company	113116	70%	Above indifference	111116	117115	110118	Ahead on all threeAhead on all three	2%
7	TK Maxx	113117	70%	Above indifference	124129	106105	109116	Noticed, not returned toChosen, not loved	5%
8	Next	112115	69%	Above indifference	105110	117115	114121	Credible, not first choiceAhead on all three	10%
9	Sainsbury's	111115	69%	Above indifference	103107	115114	116124	Relied on, not excitingRelied on, not exciting	13%
10	Dunelm	110113	68%	Above indifference	107111	109107	113120	Relied on, not excitingChosen, not loved	27%

Showing 10 of 25 named brands. All 25 in the edition →

Rated but never named (12)

The models rated these brands when asked, but none of the category's answers named them.

Emma Bridgewater · Oliver Bonas · Cox & Cox · H&M Home · Wilko · Zara Home · Julian Charles · La Redoute · Archers Sleep Centre · JYSK · Cult Furniture · LOFT Furniture

Indexed against the average of the 37 indexed furniture & homeware brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 37 furniture & homeware brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Beauty

Haircare edition ▶

Dove is the most desired haircare brand the answers name: Desire 75% of maximum, above indifference. 36% of the 36 brands rated sit above indifference.

36% above indifference · 64% indifferent · 0% below · 36 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Dove	119126	75%	Above indifference	117130	120124	120123	Ahead on all threeAhead on all three	3%
2	Kérastase	119125	75%	Above indifference	121134	114117	122125	Ahead on all threeAhead on all three	7%
3	Olaplex	114120	72%	Above indifference	120133	104107	117120	Chosen, not lovedChosen, not loved	17%
4	Moroccanoil	113119	72%	Above indifference	115127	107110	117121	Chosen, not lovedAhead on all three	8%
5	OUAI	112118	71%	Above indifference	114126	105108	116119	Chosen, not lovedChosen, not loved	5%
6	K18	111117	70%	Above indifference	112124	107110	115118	Chosen, not lovedAhead on all three	8%
7	Faith in Nature	109115	69%	Above indifference	99110	119122	110113	Credible, not first choiceAhead on all three	10%
8	Head & Shoulders	108114	68%	Above indifference	107118	105108	112115	Relied on, not excitingChosen, not loved	3%
9	SheaMoisture	108114	68%	Above indifference	104115	111114	110113	Credible, not first choiceAhead on all three	3%
10	Redken	108114	68%	Above indifference	107119	106109	110113	Relied on, not excitingChosen, not loved	18%

Showing 10 of 30 named brands. All 30 in the edition →

Rated but never named (6)

The models rated these brands when asked, but none of the category's answers named them.

Palmer's · Nioxin · Maui Moisture · Fudge Professional · Cien · Imperity

Indexed against the average of the 36 indexed haircare brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 36 haircare brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Health

Health Insurance edition ▶

Vitality is the most desired health insurance brand the answers name: Desire 75% of maximum, above indifference. 23% of the 26 brands rated sit above indifference.

23% above indifference · 77% indifferent · 0% below · 26 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Vitality	130126	75%	Above indifference	143130	115115	132133	Ahead on all threeAhead on all three	25%
2	Bupa	124121	72%	Above indifference	130118	115115	129130	Ahead on all threeAhead on all three	43%
3	Saga	121117	70%	Above indifference	123112	118118	122122	Ahead on all threeAhead on all three	2%
4	Aviva	115112	67%	Above indifference	114104	115114	117118	Ahead on all threeRelied on, not exciting	38%
5	AXA	112108	65%	Indifferent	110100	112112	113113	Ahead on all threeRelied on, not exciting	32%
6	WPA	108105	63%	Indifferent	10999	112112	104104	Credible, not first choiceCredible, not first choice	12%
7	Allianz Care	10299	60%	Indifferent	9889	105105	105105	Average on all threeCredible, not first choice	2%
8	Post Office	10299	59%	Indifferent	10292	9696	108108	Average on all threeAverage on all three	2%
9	The Exeter	9794	56%	Indifferent	9586	9999	9797	Average on all threeCredible, not first choice	7%
10	MediCash	9693	56%	Indifferent	9284	9393	101102	Average on all threeRelied on, not exciting	2%

Showing 10 of 13 named brands. All 13 in the edition →

Rated but never named (13)

The models rated these brands when asked, but none of the category's answers named them.

Benenden Health · Simplyhealth · Zurich · MetLife · General & Medical · Now Health International · Towergate Health · Expatriate Group · AIG · Aetna · Pi Financial · April International · Chase Templeton

Indexed against the average of the 26 indexed health insurance brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 26 health insurance brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Insurance

Home Insurance edition ▶upset

NFU Mutual is the most desired home insurance brand the answers name: Desire 68% of maximum, above indifference. 3% of the 37 brands rated sit above indifference. The brand AI names most often is More Than, not the category's market leader.

3% above indifference · 97% indifferent · 0% below · 37 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	NFU Mutual	127113	68%	Above indifference	125107	132124	124107	Ahead on all threeCredible, not first choice	2%
2	John Lewis Insurance	117103	62%	Indifferent	117100	118111	11499	Ahead on all threeCredible, not first choice	5%
3	AXA	115102	61%	Indifferent	11194	115109	117102	Ahead on all threeAverage on all three	2%
4	Direct Line	113101	60%	Indifferent	10993	113107	118102	Relied on, not excitingAverage on all three	8%
5	Admiral	113100	60%	Indifferent	119101	105100	116101	Chosen, not lovedAverage on all three	5%
6	LV=	11299	60%	Indifferent	11094	113107	11398	Ahead on all threeAverage on all three	5%
7	Aviva	11098	59%	Indifferent	11194	111105	10894	Noticed, not returned toAverage on all three	13%
8	Santander	11097	58%	Indifferent	10690	10599	120104	Relied on, not excitingRelied on, not exciting	2%
9	Urban Jungle	10795	57%	Indifferent	10993	10397	10994	Average on all threeAverage on all three	3%
10	Chubb	10593	56%	Indifferent	10287	111104	10188	Credible, not first choiceLiked, not chosen	5%

Showing 10 of 16 named brands. All 16 in the edition →

Rated but never named (21)

The models rated these brands when asked, but none of the category's answers named them.

Legal & General · Staysure · Co-op Insurance · Marks & Spencer Bank · Post Office · Churchill · Allianz · Sheilas' Wheels · Tesco Bank · Swinton Insurance · Sainsbury's Bank · Dynamo · RSA · Hastings Direct · Esure · Quote Me Happy · Ageas · HomeLet · Switched On Insurance · Thistle · Swipe

Indexed against the average of the 37 indexed home insurance brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 37 home insurance brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Home

Household Cleaning Products edition ▶

Fairy is the most desired household cleaning products brand the answers name: Desire 69% of maximum, above indifference. 23% of the 56 brands rated sit above indifference.

23% above indifference · 77% indifferent · 0% below · 56 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Fairy	115115	69%	Above indifference	117117	109110	119118	Chosen, not lovedAhead on all three	3%
2	Method	115116	69%	Above indifference	118119	115116	114113	Ahead on all threeAhead on all three	7%
3	Bio-D	115115	69%	Above indifference	109110	123124	113112	Credible, not first choiceAhead on all three	7%
4	Zoflora	115115	69%	Above indifference	121121	106108	118117	Chosen, not lovedChosen, not loved	10%
5	Ecover	114115	69%	Above indifference	110111	120121	113112	Ahead on all threeAhead on all three	3%
6	Dettol	114115	69%	Above indifference	114114	112113	117116	Ahead on all threeAhead on all three	17%
7	Pink Stuff	112112	67%	Above indifference	122122	102104	111110	Chosen, not lovedChosen, not loved	2%
8	Milton	111112	67%	Above indifference	105105	115117	114113	Credible, not first choiceCredible, not first choice	5%
9	Nature's Miracle	109110	66%	Indifferent	106106	105106	117116	Relied on, not excitingRelied on, not exciting	2%
10	Bissell	108108	65%	Indifferent	109110	102103	113112	Relied on, not excitingChosen, not loved	2%

Showing 10 of 33 named brands. All 33 in the edition →

Rated but never named (23)

The models rated these brands when asked, but none of the category's answers named them.

Fairtrade · Smol · Persil · Bleach London · Domestos · Lenor · Miniml · Febreze · Bold · OceanSaver · Duck · Harpic · Kokoso · Viakal · Koh · Rocco & Roxie · Kilrock · PowAir · BioKleen · LTP · Pro-Kleen · Stone Essentials · Scrubb

Indexed against the average of the 56 indexed household cleaning products brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 56 household cleaning products brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Finance

Investment Platforms edition ▶upset

Vanguard is the most desired investment platforms brand the answers name: Desire 70% of maximum, above indifference. 8% of the 39 brands rated sit above indifference. The brand AI names most often is Capital.com, not the category's market leader.

8% above indifference · 92% indifferent · 0% below · 39 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Vanguard	118116	70%	Above indifference	117112	121122	117115	Ahead on all threeAhead on all three	20%
2	Trading 212	113111	66%	Indifferent	125120	100100	115113	Chosen, not lovedChosen, not loved	25%
3	Hargreaves Lansdown	112110	66%	Indifferent	107103	110111	118116	Relied on, not excitingRelied on, not exciting	25%
4	Plum	111109	66%	Indifferent	115110	100101	120118	Chosen, not lovedChosen, not loved	3%
5	Interactive Investor	109107	64%	Indifferent	109104	112113	107105	Credible, not first choiceCredible, not first choice	13%
6	Moneybox	109107	64%	Indifferent	112107	99100	115113	Chosen, not lovedRelied on, not exciting	3%
7	J.P. Morgan Personal Investing	107105	63%	Indifferent	10398	112112	108106	Credible, not first choiceCredible, not first choice	2%
8	AJ Bell	107105	63%	Indifferent	105101	109110	108106	Average on all threeCredible, not first choice	28%
9	fidelity	107105	63%	Indifferent	10399	111112	107105	Credible, not first choiceCredible, not first choice	10%
10	Freetrade	106104	62%	Indifferent	117111	9596	107105	Noticed, not returned toNoticed, not returned to	13%

Showing 10 of 26 named brands. All 26 in the edition →

Rated but never named (13)

The models rated these brands when asked, but none of the category's answers named them.

Monzo · Revolut · NatWest · HSBC · Lightyear · Santander · Bestinvest · Charles Stanley Direct · Halifax Share Dealing · St James's Place · City Index · Lloyds Bank Direct Investment · iWeb

Indexed against the average of the 39 indexed investment platforms brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 39 investment platforms brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Professional

Job Boards edition ▶upset

NHS Jobs is the most desired job boards brand the answers name: Desire 76% of maximum, above indifference. 23% of the 40 brands rated sit above indifference. The brand AI names most often is LinkedIn, not the category's market leader.

23% above indifference · 78% indifferent · 0% below · 40 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	NHS Jobs	125127	76%	Above indifference	122120	127128	126132	Ahead on all threeAhead on all three	8%
2	Escape the City	122124	74%	Above indifference	128126	117118	122127	Ahead on all threeAhead on all three	2%
3	Indeed	121123	74%	Above indifference	126123	110112	128133	Ahead on all threeAhead on all three	47%
4	Bright Network	120121	73%	Above indifference	125123	116117	119124	Ahead on all threeAhead on all three	5%
5	LinkedIn	118119	71%	Above indifference	121119	110111	122127	Ahead on all threeAhead on all three	58%
6	Gradcracker	117118	71%	Above indifference	119117	115116	116121	Ahead on all threeAhead on all three	3%
7	CharityJob	112113	68%	Above indifference	113111	114115	108113	Credible, not first choiceAhead on all three	2%
8	Reed	112113	68%	Above indifference	115113	112114	107111	Noticed, not returned toAhead on all three	28%
9	Guardian Jobs	110112	67%	Above indifference	111109	117118	103107	Credible, not first choiceCredible, not first choice	3%
10	Gov.uk Find a Job	109111	66%	Indifferent	103101	117118	108113	Credible, not first choiceCredible, not first choice	13%

Showing 10 of 33 named brands. All 33 in the edition →

Rated but never named (7)

The models rated these brands when asked, but none of the category's answers named them.

SaveTheStudent Jobs · Caterer.com · Dynamite Jobs · Coople · SimplyHired · Fish4Jobs · Emedical Jobs

Indexed against the average of the 40 indexed job boards brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 40 job boards brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Technology

Laptops edition ▶

Apple is the most desired laptops brand the answers name: Desire 85% of maximum, above indifference. 20% of the 25 brands rated sit above indifference.

20% above indifference · 80% indifferent · 0% below · 25 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Apple	138141	85%	Above indifference	141147	126126	147150	Ahead on all threeAhead on all three	53%
2	Framework	117120	72%	Above indifference	117122	124124	111113	Ahead on all threeAhead on all three	2%
3	Samsung	115118	71%	Above indifference	113118	109109	124127	Chosen, not lovedChosen, not loved	5%
4	Microsoft	113115	69%	Above indifference	103108	109109	127130	Relied on, not excitingRelied on, not exciting	37%
5	Razer	110113	68%	Above indifference	120125	103103	107109	Noticed, not returned toNoticed, not returned to	15%
6	Alienware	108111	66%	Indifferent	116121	102102	106109	Noticed, not returned toNoticed, not returned to	45%
7	LG	108110	66%	Indifferent	105109	108108	111113	Relied on, not excitingRelied on, not exciting	2%
8	ASUS	107109	66%	Indifferent	111116	104104	107109	Noticed, not returned toNoticed, not returned to	53%
9	Dell	103105	63%	Indifferent	97101	109109	102104	Average on all threeAverage on all three	43%
10	HP	99102	61%	Indifferent	9599	104104	98101	Average on all threeAverage on all three	32%

Showing 10 of 16 named brands. All 16 in the edition →

Rated but never named (9)

The models rated these brands when asked, but none of the category's answers named them.

Scan · Overclockers · Xiaomi · PC Specialist · XMG · Honor · Huawei · VAIO · Medion

Indexed against the average of the 25 indexed laptops brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 25 laptops brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Finance

Life Insurance edition ▶

Vitality is the most desired life insurance brand the answers name: Desire 75% of maximum, above indifference. 14% of the 29 brands rated sit above indifference.

14% above indifference · 86% indifferent · 0% below · 29 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Vitality	128125	75%	Above indifference	142129	107110	138136	Chosen, not lovedAhead on all three	17%
2	Bupa	119116	69%	Above indifference	120109	107111	130128	Chosen, not lovedRelied on, not exciting	7%
3	LV=	114112	67%	Above indifference	118107	113116	113111	Ahead on all threeCredible, not first choice	13%
4	Aviva	111108	65%	Indifferent	10898	111115	114112	Relied on, not excitingCredible, not first choice	30%
5	Legal & General	108105	63%	Indifferent	10292	112116	110108	Credible, not first choiceCredible, not first choice	20%
6	Zurich	107105	63%	Indifferent	10797	111114	104102	Credible, not first choiceCredible, not first choice	12%
7	Scottish Widows	106104	62%	Indifferent	10192	106109	112110	Relied on, not excitingRelied on, not exciting	7%
8	AXA	106103	62%	Indifferent	10998	104107	105103	Average on all threeAverage on all three	7%
9	Royal London	104101	61%	Indifferent	10696	108112	9695	Average on all threeCredible, not first choice	18%
10	The Exeter	9996	58%	Indifferent	10090	99103	9896	Average on all threeCredible, not first choice	5%

Showing 10 of 12 named brands. All 12 in the edition →

Rated but never named (17)

The models rated these brands when asked, but none of the category's answers named them.

Co-op · Guardian · Shepherds Friendly · M&S Bank · Wesleyan · SunLife · Tesco Bank · AIG · Aegon · Canada Life · Sainsbury's Bank · MetLife · OneFamily · Post Office · Covéa · Smart Insurance · Phoenix Life

Indexed against the average of the 29 indexed life insurance brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 29 life insurance brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Travel

Long-Haul Airlines edition ▶

Singapore Airlines is the most desired long-haul airlines brand the answers name: Desire 79% of maximum, above indifference. 35% of the 26 brands rated sit above indifference.

35% above indifference · 65% indifferent · 0% below · 26 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Singapore Airlines	124132	79%	Above indifference	130143	122131	120123	Ahead on all threeAhead on all three	17%
2	Emirates	120128	77%	Above indifference	128140	110118	122125	Ahead on all threeAhead on all three	27%
3	Virgin Atlantic	115122	73%	Above indifference	120131	105112	120123	Chosen, not lovedAhead on all three	25%
4	Qatar Airways	113120	72%	Above indifference	118129	106113	116119	Chosen, not lovedAhead on all three	15%
5	Japan Airlines	112119	72%	Above indifference	110120	118126	109112	Credible, not first choiceAhead on all three	5%
6	ANA	111118	71%	Above indifference	114125	114122	105107	Noticed, not returned toNoticed, not returned to	5%
7	Cathay Pacific	110117	70%	Above indifference	109119	107115	114116	Relied on, not excitingAhead on all three	7%
8	Turkish Airlines	109116	69%	Above indifference	114124	99106	114117	Chosen, not lovedChosen, not loved	3%
9	Etihad Airways	109116	70%	Above indifference	111121	104112	113116	Chosen, not lovedAhead on all three	5%
10	Delta Air Lines	102109	65%	Indifferent	99108	101108	108111	Average on all threeRelied on, not exciting	7%

Showing 10 of 18 named brands. All 18 in the edition →

Rated but never named (8)

The models rated these brands when asked, but none of the category's answers named them.

Swiss International Air Lines · Icelandair · Oman Air · Austrian Airlines · SAS · Aer Lingus · Iberia · ITA Airways

Indexed against the average of the 26 indexed long-haul airlines brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 26 long-haul airlines brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Automotive

Luxury SUVs & 4x4s edition ▶upset

Toyota is the most desired luxury suvs & 4x4s brand the answers name: Desire 78% of maximum, above indifference. 50% of the 34 brands rated sit above indifference. The brand AI names most often is Mercedes-Benz, not the category's market leader.

50% above indifference · 50% indifferent · 0% below · 34 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Toyota	122130	78%	Above indifference	114128	131136	122127	Ahead on all threeAhead on all three	12%
2	Rolls-Royce	121129	77%	Above indifference	122137	120124	119124	Ahead on all threeAhead on all three	7%
3	Lexus	119127	76%	Above indifference	110124	125130	121126	Ahead on all threeAhead on all three	5%
4	Porsche	118126	76%	Above indifference	124140	112115	119124	Ahead on all threeAhead on all three	25%
5	BMW	117125	75%	Above indifference	118133	113116	120124	Ahead on all threeAhead on all three	35%
6	Mercedes-Benz	116124	74%	Above indifference	113127	115119	120125	Ahead on all threeAhead on all three	37%
7	Volvo	115123	74%	Above indifference	106120	126130	115119	Credible, not first choiceAhead on all three	13%
8	Bentley	112120	72%	Above indifference	116131	109113	111115	Chosen, not lovedAhead on all three	13%
9	Lamborghini	110117	70%	Above indifference	124140	9699	108113	Noticed, not returned toChosen, not loved	7%
10	Škoda	109116	70%	Above indifference	104117	114117	110114	Credible, not first choiceAhead on all three	2%

Showing 10 of 30 named brands. All 30 in the edition →

Rated but never named (4)

The models rated these brands when asked, but none of the category's answers named them.

Mazda · Nissan · Genesis · Infiniti

Indexed against the average of the 34 indexed luxury suvs & 4x4s brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 34 luxury suvs & 4x4s brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Retail

Marketplaces & Resale edition ▶

Vinted is the most desired marketplaces & resale brand the answers name: Desire 76% of maximum, above indifference. 20% of the 41 brands rated sit above indifference.

20% above indifference · 78% indifferent · 2% below · 41 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Vinted	130126	76%	Above indifference	130132	128121	130126	Ahead on all threeAhead on all three	35%
2	Amazon	123120	72%	Above indifference	118120	10498	149144	Chosen, not lovedChosen, not loved	17%
3	Etsy	123120	72%	Above indifference	120122	121114	128124	Ahead on all threeAhead on all three	12%
4	Vestiaire Collective	117114	69%	Above indifference	118120	116110	117113	Ahead on all threeAhead on all three	12%
5	Depop	116113	68%	Above indifference	121123	107102	118114	Chosen, not lovedChosen, not loved	28%
6	1stDibs	112109	66%	Indifferent	110112	118112	109105	Credible, not first choiceNoticed, not returned to	2%
7	eBay	111108	65%	Indifferent	104106	106100	123119	Relied on, not excitingRelied on, not exciting	57%
8	Grailed	107104	62%	Indifferent	112114	10499	10399	Noticed, not returned toNoticed, not returned to	2%
9	The Saleroom	105102	61%	Indifferent	104105	113107	9794	Credible, not first choiceAverage on all three	8%
10	Catawiki	104102	61%	Indifferent	108110	10498	10198	Average on all threeNoticed, not returned to	3%

Showing 10 of 22 named brands. All 22 in the edition →

Rated but never named (19)

The models rated these brands when asked, but none of the category's answers named them.

Auto Trader · Reverb · Notonthehighstreet · Vinterior · Cardmarket · GOAT · CEX · Zalando · StockX · Chairish · Motors · LiveAuctioneers · Easy Live Auction · Shpock · Rakuten · Poshmark · Mercari · Bonanza · Wish

Indexed against the average of the 41 indexed marketplaces & resale brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 41 marketplaces & resale brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Telecoms

Mobile Networks edition ▶upset

Giffgaff is the most desired mobile networks brand the answers name: Desire 69% of maximum, above indifference. 12% of the 41 brands rated sit above indifference. The brand AI names most often is Three, not the category's market leader.

12% above indifference · 88% indifferent · 0% below · 41 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Giffgaff	121114	69%	Above indifference	125114	118115	122113	Ahead on all threeAhead on all three	15%
2	Honest Mobile	119112	67%	Above indifference	116106	128124	112105	Ahead on all threeCredible, not first choice	2%
3	EE	119112	67%	Above indifference	119109	116113	122113	Ahead on all threeCredible, not first choice	58%
4	Airalo	118111	67%	Above indifference	124114	111108	120112	Ahead on all threeChosen, not loved	2%
5	Tesco Mobile	115108	65%	Indifferent	109100	115112	119111	Relied on, not excitingCredible, not first choice	10%
6	O2	114107	64%	Indifferent	10798	110107	125116	Relied on, not excitingRelied on, not exciting	47%
7	Smarty	112106	63%	Indifferent	113104	114111	109102	Credible, not first choiceCredible, not first choice	32%
8	Starlink	111105	63%	Indifferent	125115	9188	120112	Chosen, not lovedChosen, not loved	3%
9	Vodafone	109102	61%	Indifferent	10294	105102	119111	Relied on, not excitingRelied on, not exciting	55%
10	Holafly	108102	61%	Indifferent	113103	10198	112104	Chosen, not lovedAverage on all three	2%

Showing 10 of 28 named brands. All 28 in the edition →

Rated but never named (13)

The models rated these brands when asked, but none of the category's answers named them.

Monzo Mobile · Hyperoptic · Sim Local · The Phone Co-op · Post Office · Plusnet Mobile · Ubigi · Dixons Carphone · Jetpac · Chattr · CMLink · TalkTalk Mobile · Cura Mobile

Indexed against the average of the 41 indexed mobile networks brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 41 mobile networks brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Finance

Mortgages edition ▶upset

Nationwide is the most desired mortgages brand the answers name: Desire 73% of maximum, above indifference. 15% of the 34 brands rated sit above indifference. The brand AI names most often is Halifax, not the category's market leader.

15% above indifference · 85% indifferent · 0% below · 34 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Nationwide	124121	73%	Above indifference	126115	121125	125123	Ahead on all threeAhead on all three	10%
2	First Direct	120117	70%	Above indifference	123113	118121	119117	Ahead on all threeAhead on all three	5%
3	Coutts	117114	68%	Above indifference	115105	115119	120118	Ahead on all threeCredible, not first choice	2%
4	Skipton Building Society	109107	64%	Indifferent	10596	116120	106104	Credible, not first choiceCredible, not first choice	3%
5	Handelsbanken	108105	63%	Indifferent	10798	116120	9896	Credible, not first choiceCredible, not first choice	2%
6	Halifax	107105	63%	Indifferent	109100	104107	109107	Average on all threeAverage on all three	12%
7	HSBC	107105	63%	Indifferent	10596	103106	114112	Relied on, not excitingRelied on, not exciting	8%
8	Santander	105102	61%	Indifferent	10596	101104	109107	Average on all threeAverage on all three	8%
9	Newcastle Building Society	104102	61%	Indifferent	10294	109112	10098	Average on all threeCredible, not first choice	2%
10	Yorkshire Building Society	102100	60%	Indifferent	10293	104107	10199	Average on all threeAverage on all three	2%

Showing 10 of 20 named brands. All 20 in the edition →

Rated but never named (14)

The models rated these brands when asked, but none of the category's answers named them.

Monzo · Starling Bank · Coventry Building Society · Co-operative Bank · Principality Building Society · Leeds Building Society · Post Office · Bank of Scotland · Clydesdale Bank · Aldermore · Royal Bank of Scotland · Family Building Society · Yorkshire Bank · Foundation Home Loans

Indexed against the average of the 34 indexed mortgages brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 34 mortgages brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Education

Online Learning edition ▶

freeCodeCamp is the most desired online learning brand the answers name: Desire 84% of maximum, above indifference. 50% of the 56 brands rated sit above indifference.

50% above indifference · 50% indifferent · 0% below · 56 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	freeCodeCamp	129139	84%	Above indifference	133143	129136	127140	Ahead on all threeAhead on all three	2%
2	Open University	125135	81%	Above indifference	123132	126133	127141	Ahead on all threeAhead on all three	12%
3	Place2Be	121130	78%	Above indifference	117126	125132	120133	Ahead on all threeAhead on all three	2%
4	Khan Academy	119129	77%	Above indifference	118127	119125	121134	Ahead on all threeAhead on all three	2%
5	edX	114123	74%	Above indifference	114123	113119	115127	Ahead on all threeAhead on all three	10%
6	Coursera	114123	74%	Above indifference	117126	110116	116128	Ahead on all threeAhead on all three	25%
7	HubSpot Academy	114123	74%	Above indifference	118127	114120	109120	Noticed, not returned toAhead on all three	3%
8	MasterClass	114123	74%	Above indifference	123132	107112	114126	Chosen, not lovedAhead on all three	3%
9	British Council	114122	73%	Above indifference	111119	121128	109120	Credible, not first choiceAhead on all three	3%
10	Preply	113122	73%	Above indifference	118127	109115	113125	Chosen, not lovedAhead on all three	5%

Showing 10 of 34 named brands. All 34 in the edition →

Rated but never named (22)

The models rated these brands when asked, but none of the category's answers named them.

Duolingo · Babbel · Domestika · Udacity · UXfolio · Springboard · Pluralsight · OpenClassrooms · Simplilearn · Study.com · Code Labs Academy · Educative · UI Collective · The Skills Network · Arden University · Treehouse · Virtual College · UX Beginner · Strive Training · ELLA Business English · E-Courses4you · Outdraw Academy

Indexed against the average of the 56 indexed online learning brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 56 online learning brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Health

Opticians & Eyecare edition ▶

Boots Opticians is the most desired opticians & eyecare brand the answers name: Desire 76% of maximum, above indifference. 16% of the 38 brands rated sit above indifference.

16% above indifference · 84% indifferent · 0% below · 38 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Boots Opticians	127126	76%	Above indifference	122117	124125	136138	Ahead on all threeAhead on all three	18%
2	Specsavers	126126	75%	Above indifference	128123	121122	130132	Ahead on all threeAhead on all three	27%
3	Vision Express	113112	67%	Above indifference	110105	110111	119120	Ahead on all threeRelied on, not exciting	20%
4	GlassesDirect	103103	62%	Indifferent	105101	9899	106108	Average on all threeAverage on all three	10%
5	Tesco Opticians	100100	60%	Indifferent	9894	103104	100101	Average on all threeAverage on all three	20%
6	Specscart	9998	59%	Indifferent	10399	9697	99100	Average on all threeAverage on all three	5%
7	SmartBuyGlasses	9796	58%	Indifferent	10196	9192	99100	Average on all threeAverage on all three	2%
8	Firmoo	9695	57%	Indifferent	104100	8788	9899	Noticed, not returned toNoticed, not returned to	2%
9	SelectSpecs	9594	57%	Indifferent	9894	9192	9697	Average on all threeAverage on all three	7%
10	Next Day Spex	9392	55%	Indifferent	9692	9192	9293	Average on all threeAverage on all three	2%

Showing 10 of 14 named brands. All 14 in the edition →

Rated but never named (24)

The models rated these brands when asked, but none of the category's answers named them.

The Outside Clinic · Ace & Tate · Outside In · David Clulow · Optical Express · Rawlings Opticians · Leightons · IOLLA · Zenni Optical · BBR Optometry · Bayley Opticians · Mister Spex · Scrivens · Hakim Group · Dillon Opticians · Kashmir Opticians · Spex4Less · Murls Opticians · Barnin Opticians · Pinder Eyecare · Burghley & Co · Low Cost Glasses Online · Optical King · IOptical

Indexed against the average of the 38 indexed opticians & eyecare brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 38 opticians & eyecare brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Travel

Package Holidays, Cruises & Tours edition ▶upset

Disney Cruise Line is the most desired package holidays, cruises & tours brand the answers name: Desire 82% of maximum, above indifference. 68% of the 38 brands rated sit above indifference. The brand AI names most often is Booking.com, not the category's market leader.

68% above indifference · 32% indifferent · 0% below · 38 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Disney Cruise Line	119136	82%	Above indifference	123148	115126	117135	Ahead on all threeAhead on all three	2%
2	Viking	112128	77%	Above indifference	113135	112123	110128	Ahead on all threeAhead on all three	2%
3	Virgin Voyages	110126	76%	Above indifference	113135	105116	110128	Chosen, not lovedAhead on all three	2%
4	Scenic	110126	76%	Above indifference	111132	110122	107124	Noticed, not returned toAhead on all three	18%
5	Cunard	109125	75%	Above indifference	103124	114125	110128	Credible, not first choiceAhead on all three	3%
6	Royal Caribbean	106122	73%	Above indifference	113135	100111	104120	Noticed, not returned toAhead on all three	5%
7	Jet2holidays	104120	72%	Above indifference	104124	101112	107124	Average on all threeAhead on all three	3%
8	Princess Cruises	104119	72%	Above indifference	107128	101112	103119	Average on all threeAhead on all three	5%
9	Virgin Holidays	104120	72%	Above indifference	107128	101111	104120	Average on all threeAhead on all three	2%
10	Celebrity Cruises	103119	71%	Above indifference	105126	100110	105121	Average on all threeAhead on all three	7%

Showing 10 of 23 named brands. All 23 in the edition →

Rated but never named (15)

The models rated these brands when asked, but none of the category's answers named them.

Audley Travel · Saga · Trailfinders · Kuoni · Titan Travel · British Airways Holidays · Inghams · Hays Travel · Secret Escapes · Cosmos · Expedia · First Choice · Barrhead Travel · Loveholidays · Travel Republic

Indexed against the average of the 38 indexed package holidays, cruises & tours brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 38 package holidays, cruises & tours brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Health

Pain Relief edition ▶upset

Boots is the most desired pain relief brand the answers name: Desire 76% of maximum, above indifference. 25% of the 40 brands rated sit above indifference. The brand AI names most often is Ibuprofen, not the category's market leader.

25% above indifference · 75% indifferent · 0% below · 40 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Boots	130127	76%	Above indifference	132122	126122	133137	Ahead on all threeAhead on all three	5%
2	Calpol	120118	71%	Above indifference	123113	118115	122125	Ahead on all threeAhead on all three	2%
3	Nurofen	116113	68%	Above indifference	121112	106103	120124	Chosen, not lovedChosen, not loved	15%
4	Panadol	116114	68%	Above indifference	117108	117114	115119	Ahead on all threeRelied on, not exciting	8%
5	Paracetamol	115113	68%	Above indifference	10597	113110	127132	Relied on, not excitingRelied on, not exciting	75%
6	Ibuprofen	114112	67%	Above indifference	10597	111108	127131	Relied on, not excitingRelied on, not exciting	90%
7	Superdrug	113110	66%	Indifferent	122113	108105	110113	Chosen, not lovedChosen, not loved	3%
8	Imigran	107104	63%	Indifferent	10798	103100	111115	Relied on, not excitingRelied on, not exciting	2%
9	Voltarol	105102	61%	Indifferent	10799	105102	102105	Average on all threeAverage on all three	7%
10	Dioralyte	105102	61%	Indifferent	10798	106104	102105	Average on all threeAverage on all three	2%

Showing 10 of 20 named brands. All 20 in the edition →

Rated but never named (20)

The models rated these brands when asked, but none of the category's answers named them.

Sainsbury's · Tesco · Lidl · Aldi · Asda · Tiger Balm · Morrisons · Solpadeine · Rowlands Pharmacy · LloydsPharmacy · Hedex · Disprin · Celebrex · Galpharm · Arcoxia · Excedrin · Almus · Vimovo · Motusol · Midrid

Indexed against the average of the 40 indexed pain relief brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 40 pain relief brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Retail

Parcel Delivery edition ▶

DHL is the most desired parcel delivery brand the answers name: Desire 69% of maximum, above indifference. 4% of the 27 brands rated sit above indifference.

4% above indifference · 96% indifferent · 0% below · 27 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	DHL	134114	69%	Above indifference	133109	133120	134113	Ahead on all threeCredible, not first choice	45%
2	Amazon Logistics	128110	66%	Indifferent	130107	11099	147124	Ahead on all threeRelied on, not exciting	5%
3	InPost	125107	64%	Indifferent	128105	117106	130109	Ahead on all threeAverage on all three	22%
4	FedEx	121103	62%	Indifferent	124101	119108	119100	Ahead on all threeAverage on all three	22%
5	Royal Mail	120103	62%	Indifferent	11393	116104	133112	Ahead on all threeRelied on, not exciting	93%
6	Post Office	11699	59%	Indifferent	11292	10696	130109	Chosen, not lovedAverage on all three	40%
7	UPS	11699	60%	Indifferent	11695	122110	11093	Ahead on all threeCredible, not first choice	30%
8	DPD	116100	60%	Indifferent	11695	113102	120101	Ahead on all threeAverage on all three	60%
9	Parcelforce	10892	55%	Indifferent	10486	112101	10689	Credible, not first choiceLiked, not chosen	45%
10	Parcel2Go	10691	54%	Indifferent	11090	10292	10690	Noticed, not returned toLiked, not chosen	8%

Showing 10 of 17 named brands. All 17 in the edition →

Rated but never named (10)

The models rated these brands when asked, but none of the category's answers named them.

Huboo · Palletways · TNT · APC Overnight · Pallet-Force · Securicor · DX · Whistl · Hauly · XDP Express

Indexed against the average of the 27 indexed parcel delivery brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 27 parcel delivery brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Finance

Payments & BNPL edition ▶upset

Monzo is the most desired payments & bnpl brand the answers name: Desire 79% of maximum, above indifference. 17% of the 35 brands rated sit above indifference. The brand AI names most often is Apple Pay, not the category's market leader.

17% above indifference · 83% indifferent · 0% below · 35 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Monzo	132131	79%	Above indifference	136131	121121	139142	Ahead on all threeAhead on all three	25%
2	Wise	123122	73%	Above indifference	125120	123123	121123	Ahead on all threeAhead on all three	23%
3	American Express	122121	73%	Above indifference	122117	122122	121123	Ahead on all threeAhead on all three	3%
4	Apple Pay	122121	73%	Above indifference	120116	117117	129132	Ahead on all threeAhead on all three	48%
5	Starling Bank	119118	71%	Above indifference	117113	119120	120123	Ahead on all threeAhead on all three	15%
6	Revolut	117116	70%	Above indifference	127122	9999	125128	Chosen, not lovedChosen, not loved	33%
7	Splitwise	112111	67%	Indifferent	115111	109109	111113	Chosen, not lovedChosen, not loved	5%
8	Square	109108	65%	Indifferent	113109	108109	105107	Noticed, not returned toAverage on all three	3%
9	Visa	108107	64%	Indifferent	9995	114114	110112	Credible, not first choiceCredible, not first choice	12%
10	Mastercard	108107	64%	Indifferent	9995	114114	110112	Credible, not first choiceCredible, not first choice	12%

Showing 10 of 28 named brands. All 28 in the edition →

Rated but never named (7)

The models rated these brands when asked, but none of the category's answers named them.

Remitly · TorFX · Amazon Pay · Zilch · Skrill · Neteller · Affirm

Indexed against the average of the 35 indexed payments & bnpl brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 35 payments & bnpl brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Finance

Pensions edition ▶upset

Vanguard is the most desired pensions brand the answers name: Desire 73% of maximum, above indifference. 14% of the 29 brands rated sit above indifference. The brand AI names most often is Hargreaves Lansdown, not the category's market leader.

14% above indifference · 86% indifferent · 0% below · 29 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Vanguard	123121	73%	Above indifference	133123	118123	120117	Ahead on all threeAhead on all three	8%
2	PensionBee	116114	69%	Above indifference	119110	111116	119117	Ahead on all threeAhead on all three	3%
3	Hargreaves Lansdown	114112	67%	Above indifference	113105	107112	122120	Chosen, not lovedRelied on, not exciting	10%
4	Aviva	109107	64%	Indifferent	10597	108112	113111	Relied on, not excitingCredible, not first choice	7%
5	AJ Bell	108106	64%	Indifferent	109101	105110	111109	Relied on, not excitingCredible, not first choice	10%
6	Legal & General	108106	64%	Indifferent	10497	108113	112109	Relied on, not excitingCredible, not first choice	5%
7	Interactive Investor	107105	63%	Indifferent	113105	103107	106104	Noticed, not returned toAverage on all three	8%
8	Fidelity International	104102	61%	Indifferent	10295	105110	103101	Average on all threeCredible, not first choice	3%
9	Smart Pension	103101	61%	Indifferent	10699	101105	10199	Average on all threeAverage on all three	2%
10	Freetrade	10199	59%	Indifferent	110102	9296	102100	Noticed, not returned toAverage on all three	2%

Showing 10 of 14 named brands. All 14 in the edition →

Rated but never named (15)

The models rated these brands when asked, but none of the category's answers named them.

Monzo · Zurich · Royal London · Nutmeg · LV= · Wealthify · Standard Life · Prudential · Just Group · Barnett Waddingham · Peoples Pension · Canada Life · Master Trust · NOW: Pensions · Phoenix Life

Indexed against the average of the 29 indexed pensions brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 29 pensions brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Pets

Pet Care edition ▶

Pets at Home is the most desired pet care brand the answers name: Desire 78% of maximum, above indifference. 39% of the 41 brands rated sit above indifference.

39% above indifference · 61% indifferent · 0% below · 41 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Pets at Home	123129	78%	Above indifference	122126	114118	133145	Ahead on all threeAhead on all three	10%
2	Royal Canin	122128	77%	Above indifference	123127	120124	123133	Ahead on all threeAhead on all three	7%
3	Butternut Box	120126	76%	Above indifference	122126	116119	122133	Ahead on all threeAhead on all three	7%
4	Lily's Kitchen	118124	74%	Above indifference	121125	120124	113123	Ahead on all threeAhead on all three	2%
5	Tails.com	115121	72%	Above indifference	117121	109113	118128	Chosen, not lovedAhead on all three	7%
6	Aldi	113119	71%	Above indifference	116120	109112	114124	Chosen, not lovedAhead on all three	5%
7	James Wellbeloved	110115	69%	Above indifference	110114	112115	107117	Credible, not first choiceAhead on all three	2%
8	Pure Pet Food	110116	70%	Above indifference	110114	113117	108117	Credible, not first choiceAhead on all three	3%
9	YuMOVE	108114	68%	Above indifference	110114	104108	110120	Chosen, not lovedChosen, not loved	3%
10	Pet Drugs Online	108113	68%	Above indifference	105109	107110	112121	Relied on, not excitingRelied on, not exciting	2%

Showing 10 of 31 named brands. All 31 in the edition →

Rated but never named (10)

The models rated these brands when asked, but none of the category's answers named them.

Burns Pet Nutrition · Natures Menu · Sainsbury's · Mutts and Hounds · PetsPyjamas · Ceva Animal Health · Christies Direct · Time for Paws · Pets Choice · Hyperdrug

Indexed against the average of the 41 indexed pet care brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 41 pet care brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Pets

Pet Insurance edition ▶

PDSA is the most desired pet insurance brand the answers name: Desire 78% of maximum, above indifference. 17% of the 35 brands rated sit above indifference.

17% above indifference · 83% indifferent · 0% below · 35 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	PDSA	133129	78%	Above indifference	142132	128128	130128	Ahead on all threeAhead on all three	2%
2	RSPCA	130126	75%	Above indifference	140130	121120	129127	Ahead on all threeAhead on all three	2%
3	John Lewis	128124	75%	Above indifference	129120	126126	129127	Ahead on all threeAhead on all three	5%
4	Petplan	119116	69%	Above indifference	119111	116116	122120	Ahead on all threeAhead on all three	23%
5	NFU Mutual	118115	69%	Above indifference	115107	126126	112111	Ahead on all threeCredible, not first choice	7%
6	ManyPets	116112	67%	Above indifference	119111	108108	120118	Chosen, not lovedChosen, not loved	17%
7	Agria	113110	66%	Indifferent	112105	114113	112111	Ahead on all threeCredible, not first choice	23%
8	BASC	112109	65%	Indifferent	116107	114114	106104	Noticed, not returned toCredible, not first choice	5%
9	Animal Friends	111108	65%	Indifferent	111103	106106	117115	Chosen, not lovedRelied on, not exciting	10%
10	Napo	110107	64%	Indifferent	109101	106106	116114	Relied on, not excitingRelied on, not exciting	5%

Showing 10 of 19 named brands. All 19 in the edition →

Rated but never named (16)

The models rated these brands when asked, but none of the category's answers named them.

Allianz · Argos · Vetsure · Paws · Asda · AXA · M&S Bank · Purely Pets · Lifetime Pet Cover · InsureandGo · CoverMyPet · Edison · Pet Protect · Helpucover · Wagg Administrators · Scratch & Patch

Indexed against the average of the 35 indexed pet insurance brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 35 pet insurance brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Finance

Price Comparison Sites edition ▶upset

Money Saving Expert is the most desired price comparison sites brand the answers name: Desire 78% of maximum, above indifference. 13% of the 32 brands rated sit above indifference. The brand AI names most often is Money.co.uk, not the category's market leader.

13% above indifference · 88% indifferent · 0% below · 32 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Money Saving Expert	137131	78%	Above indifference	140129	129124	142140	Ahead on all threeAhead on all three	5%
2	Which?	135129	77%	Above indifference	132121	138132	133132	Ahead on all threeAhead on all three	8%
3	Compare the Market	121116	69%	Above indifference	131121	110105	123122	Ahead on all threeChosen, not loved	17%
4	Money.co.uk	107102	61%	Indifferent	10395	107102	110109	Relied on, not excitingAverage on all three	18%
5	Go.Compare	106101	61%	Indifferent	110101	10298	105104	Noticed, not returned toAverage on all three	8%
6	Uswitch	10399	59%	Indifferent	10193	10096	109108	Average on all threeAverage on all three	2%
7	Moneyfacts Compare	10298	59%	Indifferent	9689	113108	9796	Credible, not first choiceCredible, not first choice	2%
8	MoneySuperMarket	10197	58%	Indifferent	10092	9793	106105	Average on all threeAverage on all three	8%
9	Finder	10096	58%	Indifferent	9991	9793	104103	Average on all threeAverage on all three	3%
10	Confused.com	9995	57%	Indifferent	10092	9692	102101	Average on all threeAverage on all three	8%

Showing 10 of 12 named brands. All 12 in the edition →

Rated but never named (20)

The models rated these brands when asked, but none of the category's answers named them.

Plum · MusicMagpie · Money To The Masses · Forbes Advisor · Snoop · Bought By Many · Checkatrade · Please Connect Me · Bean · Emma · Quotezone · NimbleFins · Candid Insurance · CompareNI · Currenxie · Sezzle · Bip · Yolt · DivideBuy · Melio

Indexed against the average of the 32 indexed price comparison sites brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 32 price comparison sites brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Health

Private Healthcare edition ▶upset

Vitality is the most desired private healthcare brand the answers name: Desire 78% of maximum, above indifference. 47% of the 32 brands rated sit above indifference. The brand AI names most often is Bupa, not the category's market leader.

47% above indifference · 53% indifferent · 0% below · 32 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Vitality	120130	78%	Above indifference	129135	109116	122139	Chosen, not lovedAhead on all three	7%
2	Nuffield Health	119129	77%	Above indifference	122127	115122	120137	Ahead on all threeAhead on all three	10%
3	Moorfields Private	119129	77%	Above indifference	123129	117125	116132	Ahead on all threeAhead on all three	2%
4	Cleveland Clinic London	115125	75%	Above indifference	118123	113121	114130	Ahead on all threeAhead on all three	2%
5	King Edward VII's Hospital	114124	74%	Above indifference	114119	118126	111126	Ahead on all threeAhead on all three	2%
6	Newson Health	111121	72%	Above indifference	115121	104112	115131	Chosen, not lovedAhead on all three	2%
7	Lindo Wing	110119	71%	Above indifference	116121	108115	106121	Noticed, not returned toAhead on all three	2%
8	Bupa	108118	71%	Above indifference	103108	104111	117134	Relied on, not excitingRelied on, not exciting	20%
9	Benenden Hospital	106115	69%	Above indifference	107112	105112	105120	Average on all threeAhead on all three	2%
10	New Victoria Hospital	105114	68%	Above indifference	100104	107115	107122	Average on all threeRelied on, not exciting	3%

Showing 10 of 22 named brands. All 22 in the edition →

Rated but never named (10)

The models rated these brands when asked, but none of the category's answers named them.

Royal Marsden Private Care · The London Clinic · GenesisCare · WPA · Barts Health Private Care · The Exeter · One Healthcare · Centric Health · Aspen Healthcare · Stookey

Indexed against the average of the 32 indexed private healthcare brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 32 private healthcare brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Technology

Productivity Apps edition ▶upset

Todoist is the most desired productivity apps brand the answers name: Desire 78% of maximum, above indifference. 42% of the 69 brands rated sit above indifference. The brand AI names most often is Apple Notes, not the category's market leader.

42% above indifference · 58% indifferent · 0% below · 69 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Todoist	119131	78%	Above indifference	124132	114123	121138	Ahead on all threeAhead on all three	33%
2	Things 3	116127	76%	Above indifference	118126	112121	117134	Ahead on all threeAhead on all three	28%
3	Notion	115126	76%	Above indifference	125134	104112	116133	Chosen, not lovedAhead on all three	40%
4	Goblin Tools	115125	75%	Above indifference	119127	110118	115132	Ahead on all threeAhead on all three	5%
5	Obsidian	114124	75%	Above indifference	112119	114123	115131	Ahead on all threeAhead on all three	22%
6	Tiimo	113123	74%	Above indifference	113120	109117	117133	Chosen, not lovedAhead on all three	7%
7	Google Calendar	113124	74%	Above indifference	107114	108117	124142	Relied on, not excitingAhead on all three	28%
8	Calendly	111121	73%	Above indifference	108115	108116	116133	Relied on, not excitingAhead on all three	5%
9	Apple Notes	110120	72%	Above indifference	108115	109117	113129	Relied on, not excitingAhead on all three	62%
10	Trello	110120	72%	Above indifference	109116	112120	108123	Credible, not first choiceAhead on all three	8%

Showing 10 of 55 named brands. All 55 in the edition →

Rated but never named (14)

The models rated these brands when asked, but none of the category's answers named them.

Bearable · Notability · Craft · Superhuman · Lunatask · Acuity Scheduling · Cron · Missive · Focus Bear · Coda · Doodle · Strides · Remember The Milk · Inflow

Indexed against the average of the 69 indexed productivity apps brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 69 productivity apps brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Property

Property Portals & Agents edition ▶upset

Rightmove is the most desired property portals & agents brand the answers name: Desire 73% of maximum, above indifference. 8% of the 39 brands rated sit above indifference. The brand AI names most often is Zoopla, not the category's market leader.

8% above indifference · 92% indifferent · 0% below · 39 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Rightmove	133121	73%	Above indifference	133119	125116	141129	Ahead on all threeAhead on all three	28%
2	Zoopla	119108	65%	Indifferent	117105	111102	129119	Ahead on all threeRelied on, not exciting	32%
3	Barratt Homes	118108	65%	Indifferent	115103	112103	127117	Ahead on all threeRelied on, not exciting	5%
4	School Guide	117107	64%	Indifferent	116104	115106	122111	Ahead on all threeRelied on, not exciting	2%
5	Bellway	114104	62%	Indifferent	112100	112103	118108	Ahead on all threeAverage on all three	2%
6	OpenRent	113103	62%	Indifferent	115103	113104	110101	Ahead on all threeAverage on all three	7%
7	TravelTime	111102	61%	Indifferent	10998	112103	113104	Relied on, not excitingAverage on all three	7%
8	PrimeLocation	10899	59%	Indifferent	10897	10698	111102	Relied on, not excitingAverage on all three	3%
9	OnTheMarket	10697	58%	Indifferent	10896	10093	110101	Relied on, not excitingAverage on all three	23%
10	Your Move	10596	57%	Indifferent	10695	10496	10596	Average on all threeAverage on all three	3%

Showing 10 of 13 named brands. All 13 in the edition →

Rated but never named (26)

The models rated these brands when asked, but none of the category's answers named them.

Savills · Strutt & Parker · Hamptons · Knight Frank · Chestertons · Reeds Rains · CrimeRate.co.uk · Winkworth · Yopa · StreetCheck · Barnard Marcus · Dexters · Strike · Bairstow Eves · Martin & Co · Countrywide · Foxtons · Connells · Leaders · HousePrices.io · UK Crime Check · Purplebricks · Haart · HomeThink · Boomin · Property Snake

Indexed against the average of the 39 indexed property portals & agents brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 39 property portals & agents brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Sport

Running Shoes edition ▶upset

Hoka is the most desired running shoes brand the answers name: Desire 80% of maximum, above indifference. 58% of the 26 brands rated sit above indifference. The brand AI names most often is Asics, not the category's market leader.

58% above indifference · 42% indifferent · 0% below · 26 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Hoka	116134	80%	Above indifference	120145	110120	119137	Ahead on all threeAhead on all three	30%
2	Salomon	115132	79%	Above indifference	118143	112122	115133	Ahead on all threeAhead on all three	10%
3	Nike	111128	77%	Above indifference	113137	103112	116134	Chosen, not lovedAhead on all three	17%
4	Adidas	111128	77%	Above indifference	113137	107117	114132	Chosen, not lovedAhead on all three	17%
5	New Balance	110127	76%	Above indifference	108131	110119	113131	Relied on, not excitingAhead on all three	30%
6	Asics	110126	76%	Above indifference	109132	108118	112129	Relied on, not excitingAhead on all three	43%
7	La Sportiva	108124	75%	Above indifference	108131	109119	106123	Average on all threeAhead on all three	3%
8	On	107123	74%	Above indifference	108131	102111	110127	Relied on, not excitingAhead on all three	7%
9	Brooks	104120	72%	Above indifference	103125	105114	105121	Average on all threeAhead on all three	30%
10	Saucony	103118	71%	Above indifference	103125	104113	101117	Average on all threeAhead on all three	28%

Showing 10 of 16 named brands. All 16 in the edition →

Rated but never named (10)

The models rated these brands when asked, but none of the category's answers named them.

Scarpa · Speedland · Merrell · Norda · Dynafit · Under Armour · NordicTrack · Reebok · Craft · Sketchers

Indexed against the average of the 26 indexed running shoes brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 26 running shoes brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Technology

Security Software & VPNs edition ▶upset

Have I Been Pwned is the most desired security software & vpns brand the answers name: Desire 74% of maximum, above indifference. 10% of the 51 brands rated sit above indifference. The brand AI names most often is Microsoft Defender, not the category's market leader.

10% above indifference · 90% indifferent · 0% below · 51 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Have I Been Pwned	129124	74%	Above indifference	132122	128129	127121	Ahead on all threeAhead on all three	2%
2	1Password	125120	72%	Above indifference	124114	121122	130124	Ahead on all threeAhead on all three	3%
3	Bitwarden	121116	70%	Above indifference	121111	121122	122116	Ahead on all threeAhead on all three	3%
4	ClearScore	118114	68%	Above indifference	122112	106107	128122	Chosen, not lovedChosen, not loved	2%
5	Dashlane	115110	66%	Indifferent	114105	111112	120114	Ahead on all threeRelied on, not exciting	3%
6	Google Family Link	113109	65%	Indifferent	109101	107108	123117	Relied on, not excitingRelied on, not exciting	8%
7	Bitdefender	113109	65%	Indifferent	117107	109110	114109	Chosen, not lovedCredible, not first choice	28%
8	Microsoft Defender	112108	65%	Indifferent	108100	106107	122117	Relied on, not excitingRelied on, not exciting	35%
9	ESET	112107	64%	Indifferent	114105	114114	107102	Noticed, not returned toCredible, not first choice	5%
10	Malwarebytes	111106	64%	Indifferent	116107	107108	109104	Noticed, not returned toAverage on all three	5%

Showing 10 of 35 named brands. All 35 in the edition →

Rated but never named (16)

The models rated these brands when asked, but none of the category's answers named them.

ProtonVPN · ExpressVPN · Keeper Security · NordVPN · Private Internet Access · Surfshark · GnuPG · CyberGhost · CleanBrowsing · Intego · OpenDNS · Trend Micro · LastPass · Atlas VPN · Webroot · BullGuard

Indexed against the average of the 51 indexed security software & vpns brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 51 security software & vpns brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Technology

Smartphones edition ▶upset

Apple is the most desired smartphones brand the answers name: Desire 84% of maximum, above indifference. 16% of the 32 brands rated sit above indifference. The brand AI names most often is Samsung, not the category's market leader.

16% above indifference · 84% indifferent · 0% below · 32 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Apple	146140	84%	Above indifference	146141	137131	156147	Ahead on all threeAhead on all three	48%
2	Google	134128	77%	Above indifference	132127	116111	156147	Ahead on all threeAhead on all three	57%
3	Samsung	134127	76%	Above indifference	136131	126120	139131	Ahead on all threeAhead on all three	60%
4	Sony	126120	72%	Above indifference	129124	119113	131123	Ahead on all threeAhead on all three	2%
5	OnePlus	119113	68%	Above indifference	119115	114109	123116	Ahead on all threeChosen, not loved	13%
6	Nothing	116111	66%	Indifferent	122118	110105	116109	Ahead on all threeNoticed, not returned to	8%
7	Xiaomi	113108	65%	Indifferent	120116	10096	120113	Chosen, not lovedChosen, not loved	17%
8	Motorola	111105	63%	Indifferent	110106	111106	111104	Ahead on all threeAverage on all three	13%
9	Oppo	104100	60%	Indifferent	105102	10499	10598	Average on all threeAverage on all three	10%
10	CAT	10398	59%	Indifferent	10298	113108	9387	Credible, not first choiceLiked, not chosen	3%

Showing 10 of 17 named brands. All 17 in the edition →

Rated but never named (15)

The models rated these brands when asked, but none of the category's answers named them.

Lenovo · Asus · Doro · JCB · Huawei · Realme · Nokia · Leitzphone · TCL · Unihertz · AGM · ZTE · Blackview · Oukitel · Cubot

Indexed against the average of the 32 indexed smartphones brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 32 smartphones brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Drink

Soft Drinks edition ▶upset

Red Bull is the most desired soft drinks brand the answers name: Desire 70% of maximum, above indifference. 12% of the 41 brands rated sit above indifference. The brand AI names most often is Fanta, not the category's market leader.

12% above indifference · 88% indifferent · 0% below · 41 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Red Bull	117116	70%	Above indifference	123131	103101	127115	Chosen, not lovedChosen, not loved	2%
2	Belvoir Farm	117116	70%	Above indifference	111118	124122	117107	Ahead on all threeCredible, not first choice	3%
3	Irn-Bru	116115	69%	Above indifference	128136	102100	118107	Chosen, not lovedNoticed, not returned to	3%
4	Coca-Cola	114113	68%	Above indifference	127136	102101	112102	Chosen, not lovedNoticed, not returned to	37%
5	Dr Pepper	109108	65%	Indifferent	116123	102100	110100	Chosen, not lovedNoticed, not returned to	5%
6	San Pellegrino	105104	62%	Indifferent	102109	108106	10595	Average on all threeAverage on all three	12%
7	Schweppes	105104	62%	Indifferent	102109	108106	10697	Average on all threeAverage on all three	7%
8	Pepsi	104103	62%	Indifferent	108115	9897	10596	Average on all threeNoticed, not returned to	35%
9	Sprite	103102	61%	Indifferent	107115	10098	10191	Average on all threeNoticed, not returned to	37%
10	Dash Water	101100	60%	Indifferent	9298	110109	10292	Credible, not first choiceAverage on all three	8%

Showing 10 of 22 named brands. All 22 in the edition →

Rated but never named (19)

The models rated these brands when asked, but none of the category's answers named them.

Ribena · Fentimans · Vimto · Highland Spring · Lucozade · Monster · Cawston Press · Luscombe · Perrier · Harrogate · Hildon · Orangina · Lilt · R. White's · Rio · Ting · Virgil's · Mountain Dew · Mirinda

Indexed against the average of the 41 indexed soft drinks brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 41 soft drinks brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Property

Solar & Heat Pumps edition ▶

Octopus Energy is the most desired solar & heat pumps brand the answers name: Desire 82% of maximum, above indifference. 12% of the 41 brands rated sit above indifference.

12% above indifference · 88% indifferent · 0% below · 41 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Octopus Energy	144137	82%	Above indifference	147136	137134	150143	Ahead on all threeAhead on all three	13%
2	Tesla	128122	73%	Above indifference	146136	106103	135128	Chosen, not lovedChosen, not loved	8%
3	GivEnergy	117112	67%	Above indifference	120111	113110	120114	Ahead on all threeAhead on all three	7%
4	Enphase	115110	66%	Indifferent	119111	116113	110105	Ahead on all threeCredible, not first choice	2%
5	Eddi	112106	64%	Indifferent	116108	110107	109104	Noticed, not returned toAverage on all three	2%
6	SolarEdge	112107	64%	Indifferent	119110	109106	108103	Noticed, not returned toNoticed, not returned to	2%
7	Good Energy	110104	63%	Indifferent	109102	118115	10095	Credible, not first choiceCredible, not first choice	2%
8	Fox ESS	105100	60%	Indifferent	10396	105103	105100	Average on all threeAverage on all three	2%
9	Green Energy	10499	60%	Indifferent	9891	110108	10599	Credible, not first choiceAverage on all three	3%
10	Sigenergy	10196	58%	Indifferent	10496	9996	10297	Average on all threeAverage on all three	2%

Showing 10 of 16 named brands. All 16 in the edition →

Rated but never named (25)

The models rated these brands when asked, but none of the category's answers named them.

Hive · EcoFlow · OVO Energy · Sunsave · Huawei · Egg · Solis · AlphaESS · A Shade Greener · SolarisKit · Evergen · Solar Fast · Green Home Systems · ScottishPower · Mypower · Bulb · BoomPower · Project Solar · HanchuESS · Infinity Energy · 1st Step Solutions · KEF Energy · Spirit Energy · Zebra Solar · Sunwatt

Indexed against the average of the 41 indexed solar & heat pumps brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 41 solar & heat pumps brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Entertainment

Streaming Services edition ▶

Spotify is the most desired streaming services brand the answers name: Desire 79% of maximum, above indifference. 40% of the 45 brands rated sit above indifference.

40% above indifference · 60% indifferent · 0% below · 45 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Spotify	127132	79%	Above indifference	133141	112113	136145	Ahead on all threeAhead on all three	5%
2	Apple Music	124129	77%	Above indifference	127134	118119	126134	Ahead on all threeAhead on all three	7%
3	BBC iPlayer	124130	78%	Above indifference	119126	122123	132140	Ahead on all threeAhead on all three	17%
4	Netflix	121127	76%	Above indifference	130138	105107	129137	Chosen, not lovedChosen, not loved	65%
5	Disney+	120126	75%	Above indifference	128135	108109	125133	Chosen, not lovedChosen, not loved	50%
6	Channel 4	118123	74%	Above indifference	121128	114115	118125	Ahead on all threeAhead on all three	15%
7	YouTube	116122	73%	Above indifference	127134	99100	124132	Chosen, not lovedChosen, not loved	12%
8	MUBI	116121	73%	Above indifference	118125	113114	117124	Ahead on all threeAhead on all three	10%
9	Sky Sports	112117	70%	Above indifference	122129	104105	111118	Chosen, not lovedChosen, not loved	7%
10	Curzon Home Cinema	111115	69%	Above indifference	109115	111112	112119	Relied on, not excitingAhead on all three	7%

Showing 10 of 32 named brands. All 32 in the edition →

Rated but never named (13)

The models rated these brands when asked, but none of the category's answers named them.

Crunchyroll · S4C Clic · Plex · hayu · BritBox · Arrow Player · IndieFlix · Rakuten TV · STV Player · Fandor · Crime+Investigation · LG Channels · Lionsgate+

Indexed against the average of the 45 indexed streaming services brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 45 streaming services brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Grocery

Supermarkets edition ▶

Marks & Spencer is the most desired supermarkets brand the answers name: Desire 76% of maximum, above indifference. 31% of the 45 brands rated sit above indifference.

31% above indifference · 69% indifferent · 0% below · 45 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Marks & Spencer	122127	76%	Above indifference	121125	121125	123132	Ahead on all threeAhead on all three	8%
2	Boots	121127	76%	Above indifference	115119	118121	131141	Ahead on all threeAhead on all three	2%
3	Tesco	119124	74%	Above indifference	115119	112115	130140	Ahead on all threeAhead on all three	35%
4	Waitrose	118124	74%	Above indifference	114118	122126	118127	Ahead on all threeAhead on all three	15%
5	Aldi	116122	73%	Above indifference	119123	112115	118127	Ahead on all threeAhead on all three	13%
6	Ocado	111116	70%	Above indifference	109112	105108	120129	Relied on, not excitingChosen, not loved	10%
7	Lina Stores	111116	70%	Above indifference	114118	110113	109118	Noticed, not returned toAhead on all three	2%
8	Lidl	110115	69%	Above indifference	114118	103105	112121	Chosen, not lovedChosen, not loved	10%
9	Sainsbury's	107112	67%	Above indifference	100103	111114	111119	Credible, not first choiceRelied on, not exciting	22%
10	Fine Food Specialist	105110	66%	Indifferent	108111	105108	102110	Average on all threeChosen, not loved	2%

Showing 10 of 20 named brands. All 20 in the edition →

Rated but never named (25)

The models rated these brands when asked, but none of the category's answers named them.

John Lewis · Natoora · TK Maxx · Brindisa · Grasmere Gingerbread · Superdrug · Argos · The Artisan Food Company · Home Bargains · Wellocks · Delicatezza · Lambton & Jackson · B&M · The Bear Bakery · Haxby Bakehouse · Basco Fine Foods · SPAR · Affetto Italiano · The Range · Poundland · Delicioso · Budgens · Londis · Nisa · Costcutter

Indexed against the average of the 45 indexed supermarkets brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 45 supermarkets brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Education

Universities edition ▶upset

University of Cambridge is the most desired universities brand the answers name: Desire 82% of maximum, above indifference. 97% of the 29 brands rated sit above indifference. The brand AI names most often is University of Oxford, not the category's market leader.

97% above indifference · 3% indifferent · 0% below · 29 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	University of Cambridge	113137	82%	Above indifference	115143	110129	113139	Ahead on all threeAhead on all three	20%
2	University of Oxford	111134	81%	Above indifference	114142	107125	111136	Chosen, not lovedAhead on all three	22%
3	The Open University	110133	80%	Above indifference	108135	107126	113139	Relied on, not excitingAhead on all three	2%
4	Imperial College London	108131	79%	Above indifference	111138	103121	110135	Chosen, not lovedAhead on all three	13%
5	Durham University	107130	78%	Above indifference	109135	105122	108133	Average on all threeAhead on all three	8%
6	University of St Andrews	107131	78%	Above indifference	109136	105123	108133	Average on all threeAhead on all three	10%
7	King's College London	102124	74%	Above indifference	103128	101118	102125	Average on all threeAhead on all three	7%
8	London School of Economics and Political Science	102124	74%	Above indifference	103128	100117	103126	Average on all threeAhead on all three	12%
9	University of Sheffield	101123	74%	Above indifference	100125	102120	100123	Average on all threeAhead on all three	3%
10	University of Glasgow	101123	74%	Above indifference	102127	100117	101124	Average on all threeAhead on all three	7%

Showing 10 of 24 named brands. All 24 in the edition →

Rated but never named (5)

The models rated these brands when asked, but none of the category's answers named them.

University of Exeter · Newcastle University · Lancaster University · University of Liverpool · Queen Mary University of London

Indexed against the average of the 29 indexed universities brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 29 universities brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Automotive

Used Cars edition ▶

Auto Trader is the most desired used cars brand the answers name: Desire 74% of maximum, above indifference. 8% of the 25 brands rated sit above indifference.

8% above indifference · 92% indifferent · 0% below · 25 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Auto Trader	136124	74%	Above indifference	138127	128118	141127	Ahead on all threeAhead on all three	7%
2	eBay Motors	10798	59%	Indifferent	110101	10193	111100	Chosen, not lovedAverage on all three	2%
3	Motors	9385	51%	Indifferent	9285	9689	9282	Average on all threeBehind on all three	7%

Rated but never named (22)

The models rated these brands when asked, but none of the category's answers named them.

Carwow · PistonHeads · Parkers · Cinch · JCT600 · HeyCar · CarGurus · Arnold Clark · Big Motoring World · Perrys · Car Shop · Lookers · Evans Halshaw · Bristol Street Motors · Vertu Motors · Car Delivery · Pendragon · Auto Village · Exchange & Mart · Cazoo · Carzam · Imperial Cars

Indexed against the average of the 25 indexed used cars brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 25 used cars brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Entertainment

Video Games edition ▶

Nintendo is the most desired video games brand the answers name: Desire 84% of maximum, above indifference. 38% of the 34 brands rated sit above indifference.

38% above indifference · 62% indifferent · 0% below · 34 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Nintendo	131139	84%	Above indifference	130153	131126	133140	Ahead on all threeAhead on all three	77%
2	Steam	124131	79%	Above indifference	123144	121117	127133	Ahead on all threeAhead on all three	12%
3	PlayStation	119127	76%	Above indifference	120141	115110	124129	Ahead on all threeAhead on all three	87%
4	Mojang Studios	117124	74%	Above indifference	117138	116112	117122	Ahead on all threeAhead on all three	10%
5	Steam Deck	115122	73%	Above indifference	112132	114110	118123	Ahead on all threeAhead on all three	7%
6	Xbox	111118	71%	Above indifference	109128	113109	111116	Credible, not first choiceChosen, not loved	80%
7	GOG	111118	71%	Above indifference	101119	124120	108114	Credible, not first choiceAhead on all three	3%
8	Capcom	109116	69%	Above indifference	112131	105101	110115	Chosen, not lovedChosen, not loved	2%
9	Epic Games	105111	67%	Above indifference	103121	10399	109115	Average on all threeChosen, not loved	5%
10	Analogue	104110	66%	Indifferent	106125	106102	98102	Average on all threeNoticed, not returned to	7%

Showing 10 of 21 named brands. All 21 in the edition →

Rated but never named (13)

The models rated these brands when asked, but none of the category's answers named them.

Innersloth · CD Projekt Red · Square Enix · Bandai Namco Entertainment · Humble Choice · Warner Bros. Games · Riot Games · HoYoverse · Take-Two Interactive · Oculus · Retro-Bit · Konami · AYN

Indexed against the average of the 34 indexed video games brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 34 video games brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Health

Vitamins & Supplements edition ▶upset

Boots is the most desired vitamins & supplements brand the answers name: Desire 73% of maximum, above indifference. 30% of the 43 brands rated sit above indifference. The brand AI names most often is Boots, not the category's market leader.

30% above indifference · 70% indifferent · 0% below · 43 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Boots	118121	73%	Above indifference	107110	117119	129135	Relied on, not excitingAhead on all three	8%
2	Sainsbury's	116119	72%	Above indifference	108111	115118	125130	Relied on, not excitingAhead on all three	2%
3	Optimum Nutrition	115119	71%	Above indifference	124128	108110	113118	Chosen, not lovedAhead on all three	2%
4	Myprotein	115119	71%	Above indifference	123127	103106	119124	Chosen, not lovedChosen, not loved	2%
5	Tesco	115118	71%	Above indifference	109112	109112	127132	Relied on, not excitingAhead on all three	5%
6	Vitabiotics	114118	71%	Above indifference	117121	112115	113118	Ahead on all threeAhead on all three	2%
7	Holland & Barrett	110113	68%	Above indifference	107110	106108	117122	Relied on, not excitingChosen, not loved	5%
8	Dr.Vegan	108111	67%	Above indifference	104107	113115	106111	Credible, not first choiceCredible, not first choice	2%
9	Ethical Nutrition	108112	67%	Above indifference	100103	121124	103108	Credible, not first choiceCredible, not first choice	3%
10	Bulk	107111	66%	Indifferent	112115	100103	110114	Chosen, not lovedChosen, not loved	5%

Showing 10 of 22 named brands. All 22 in the edition →

Rated but never named (21)

The models rated these brands when asked, but none of the category's answers named them.

Science in Sport · Wild Nutrition · Pharma Nord · iHerb · Solgar · Vegetology · Transparent Labs · Lamberts · BioCare · MuscleNation · Nature's Best · Nature's Bounty · Sports Research · Premier Protein · Zipvit · SimplySupplements · Nu U Nutrition · RunnerVits · Swanson Health · Protein World · Piping Rock

Indexed against the average of the 43 indexed vitamins & supplements brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 43 vitamins & supplements brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Luxury

Watches & Jewellery edition ▶

Rolex is the most desired watches & jewellery brand the answers name: Desire 79% of maximum, above indifference. 58% of the 31 brands rated sit above indifference.

58% above indifference · 42% indifferent · 0% below · 31 brands

#	Brand	Desire index	Desire %	Status	Attraction	Affinity	Attachment	Summary	Named in
1	Rolex	115131	79%	Above indifference	116141	110125	120127	Ahead on all threeAhead on all three	28%
2	Patek Philippe	113129	77%	Above indifference	114138	110125	116122	Ahead on all threeAhead on all three	20%
3	Grand Seiko	110125	75%	Above indifference	111135	113128	105110	Credible, not first choiceAhead on all three	3%
4	Seiko	109124	74%	Above indifference	109133	111126	107113	Credible, not first choiceAhead on all three	3%
5	Omega	108123	74%	Above indifference	108131	107122	109115	Average on all threeAhead on all three	23%
6	Vacheron Constantin	107121	73%	Above indifference	104127	110125	106112	Credible, not first choiceAhead on all three	3%
7	Tiffany & Co.	107121	73%	Above indifference	107131	99112	114120	Relied on, not excitingAhead on all three	2%
8	Audemars Piguet	106120	72%	Above indifference	109132	100114	108114	Average on all threeAhead on all three	10%
9	Van Cleef & Arpels	106120	72%	Above indifference	107131	101115	109115	Average on all threeAhead on all three	2%
10	Cartier	105119	72%	Above indifference	106129	99113	110116	Relied on, not excitingAhead on all three	20%

Showing 10 of 23 named brands. All 23 in the edition →

Rated but never named (8)

The models rated these brands when asked, but none of the category's answers named them.

A. Lange & Söhne · Chopard · Piaget · Ulysse Nardin · Blancpain · Bremont · Hublot · Girard-Perregaux

Indexed against the average of the 31 indexed watches & jewellery brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 2,582 brands across 67 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 31 watches & jewellery brands rated by the assistants in the latest weekly run; Named in is the share of 60 AI answers that name each brand.

Method & limitations

Every week, ChatGPT, Claude and Gemini are each asked directly, the way a survey asks a respondent, to rate every brand in the category on the 31 statements of the Havas Science of Desire glossary, on the survey's own 1–7 agreement scale. Statements roll up to nine features and the three Drivers of Desire (a feature is the mean of its statements; a driver is the sum of its three features, out of 21; Desire is the sum of the drivers, out of 63). Each brand is indexed against the average brand in its own category — 100 is the category average, 115 is fifteen per cent above it — and the Vs all categories switch re-indexes the same scores against every indexed brand in the index. Desire % is Desire as a share of its maximum. A brand is above indifference when its Desire is above two-thirds of its maximum (42 of 63), below indifference at or under one-third (21), and indifferent in between. The summary beside each brand says where it stands on the three drivers: an index of 110 or more counts as ahead, 90 or less as behind.

These are the assistants' own ratings when asked. They are not a survey of people and not an endorsement, and they are not read from what the assistants happen to say in an answer: the answers to the category's unbranded consumer prompts are used only to count how often each brand is named, and as supporting evidence. Relationships between ratings and how often a brand is named are correlational. A brand is indexed only when all 31 statements have been rated in a run by at least two models, and a category needs at least 4 such brands to get a board. See the full methodology.

Where next

This board measures what AI wants from a brand. These answer what comes next — which brands AI names, which websites feed those answers, and how any of it is counted.

Live leaderboards The Category Index The board behind the story — every category ranked: brand visibility, citation share and how often a read page actually gets cited. Refreshed weekly Data story The Category Report How AI shops for Britain: the brands ChatGPT, Claude and Gemini actually recommend across 20 consumer categories, told as an animated story. Refreshed weekly Live leaderboard The GEO Index The websites AI search cites most — every model aggregated, with weekly movers and per-model and per-market editions. Updated hourly Explorer The AI Source Index Dig into which sources each model trusts, filterable by market — compiled into a quarterly report you can download as PowerPoint or PDF. Updated hourly Journal Analysis & articles The data journalism series — weekly citation movers, model vs model, what gets cited and why. Every edition reviewed before it publishes. New articles weekly Reference Methodology How every number is measured: real AI answers, counted not estimated, with sample sizes and limitations stated on every page. The rules behind it all Start here Insights overview The whole picture in one page: every live board, every data story and every published analysis, with what each one answers. The map of everything

The AI Desire Index

Most brands leave the assistants indifferent

The most desired brands anywhere

Leader on each driver

Leader on each feature

Which categories AI wants most

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Video Games edition ▶

Vitamins & Supplements edition ▶upset

Watches & Jewellery edition ▶

Method & limitations

Where next