Professional

Accountancy & Consulting edition ▶upset

UBS holds the strongest desire profile in accountancy & consulting — complete desire. The brand AI names most often is Smith & Williamson, not the category's market leader. Across these brands, affinity tracks being named most closely (rho 0.56, 26 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	UBS	123	117	112	Complete desire	2%
2	Rothschild & Co	121	120	106	Complete desire	3%
3	Cazenove Capital	110	114	105	Complete desire	5%
4	Deloitte	116	103	105	Performance brand	2%
5	EY	116	105	105	Complete desire	5%
6	PwC	116	103	105	Performance brand	0%
7	Schroders	110	109	105	Complete desire	5%
8	Hargreaves Lansdown	110	99	111	Performance brand	0%
9	KPMG	107	103	103	Magnetic but unbought	0%
10	BDO	105	102	103	Magnetic but unbought	2%
11	Grant Thornton	105	102	103	Magnetic but unbought	3%
12	Brewin Dolphin	96	103	102	Quietly trusted	0%
13	Brown Shipley	97	105	99	Quietly trusted	0%
14	Rathbones	96	105	100	Quietly trusted	5%
15	Saffery	96	102	98	Quietly trusted	3%
16	Smith & Williamson	94	98	99	Habit, not love	7%
17	Quilter	91	95	99	Habit, not love	2%
18	Mazars	90	92	96	Fading	0%
19	Crowe	88	92	95	Fading	0%
20	Moore Kingston Smith	88	92	95	Fading	2%
21	RSM	90	92	96	Fading	0%
22	Baker Tilly	88	90	95	Fading	0%
23	Buzzacott	88	92	93	Fading	0%
24	PKF Littlejohn	88	90	93	Fading	0%
25	UHY Hacker Young	88	90	95	Fading	0%
26	St. James's Place	83	85	83	Fading	0%

Indexed against the accountancy & consulting average of 26 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Technology

Accounting Software edition ▶upset

Monzo holds the strongest desire profile in accounting software — complete desire. The brand AI names most often is Emma, not the category's market leader. Across these brands, attachment tracks being named most closely (rho 0.65, 25 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Monzo	133	122	121	Complete desire	18%
2	Starling Bank	124	124	123	Complete desire	15%
3	Revolut	131	110	114	Complete desire	3%
4	YNAB	121	122	108	Complete desire	22%
5	Monarch Money	121	107	110	Complete desire	7%
6	Snoop	116	108	113	Complete desire	22%
7	Emma	116	108	107	Complete desire	27%
8	Xero	110	110	105	Complete desire	23%
9	QuickBooks	106	110	105	Complete desire	22%
10	FreeAgent	103	103	107	Habit, not love	18%
11	Sage	101	113	105	Quietly trusted	13%
12	FreshBooks	101	100	102	Category default	2%
13	Coconut	104	97	99	Magnetic but unbought	2%
14	Zoho Books	95	94	102	Habit, not love	2%
15	QuickBooks Self-Employed	92	100	97	Quietly trusted	0%
16	Crunch	92	97	94	Loved, not chosen	2%
17	TaxCalc	87	93	91	Fading	0%
18	Money Dashboard	85	90	91	Fading	5%
19	Pandle	82	85	97	Habit, not love	3%
20	Wave	79	85	94	Fading	2%
21	Booqable	85	82	82	Fading	0%
22	GoSimpleTax	82	82	85	Fading	5%
23	KashFlow	75	90	85	Fading	0%
24	Receipt Bank	82	85	82	Fading	7%
25	Clear Books	75	85	82	Fading	2%

Indexed against the accounting software average of 25 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Travel

Airlines edition ▶

Emirates holds the strongest desire profile in airlines — complete desire. Across these brands, attraction tracks being named most closely (rho 0.39, 24 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Emirates	127	112	117	Complete desire	20%
2	Singapore Airlines	122	117	113	Complete desire	17%
3	Qatar Airways	118	105	113	Complete desire	15%
4	Etihad Airways	120	103	106	Performance brand	2%
5	Turkish Airlines	111	103	108	Performance brand	2%
6	Qantas	105	105	103	Magnetic but unbought	0%
7	Cathay Pacific	104	103	103	Magnetic but unbought	3%
8	Delta Air Lines	101	103	106	Habit, not love	3%
9	Japan Airlines	105	101	104	Performance brand	5%
10	Lufthansa	104	105	103	Quietly trusted	13%
11	Swiss International Air Lines	104	105	103	Quietly trusted	3%
12	Finnair	104	103	101	Magnetic but unbought	2%
13	KLM	98	110	101	Quietly trusted	3%
14	ANA	102	98	101	Category default	5%
15	Virgin Atlantic	105	100	96	Magnetic but unbought	25%
16	Aer Lingus	89	96	99	Habit, not love	0%
17	Austrian Airlines	89	98	96	Loved, not chosen	0%
18	British Airways	92	97	92	Loved, not chosen	43%
19	American Airlines	82	91	94	Fading	7%
20	United Airlines	82	91	94	Fading	8%
21	Oman Air	89	84	89	Fading	0%
22	Iberia	82	91	87	Fading	2%
23	SAS	82	96	87	Fading	0%
24	ITA Airways	82	82	85	Fading	0%

Indexed against the airlines average of 24 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Telecoms

Broadband edition ▶upset

EE holds the strongest desire profile in broadband — complete desire. The brand AI names most often is Virgin Media, not the category's market leader. Across these brands, attachment tracks being named most closely (rho 0.76, 25 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	EE	120	112	115	Complete desire	32%
2	Sky	118	118	111	Complete desire	42%
3	BT	110	115	111	Complete desire	50%
4	CityFibre	118	100	109	Performance brand	17%
5	Zen Internet	110	112	112	Complete desire	10%
6	Vodafone	110	108	111	Complete desire	37%
7	Virgin Media	113	103	105	Performance brand	53%
8	Community Fibre	107	100	106	Performance brand	20%
9	Hyperoptic	107	100	106	Performance brand	18%
10	Toob	103	100	102	Category default	5%
11	Gigaclear	103	100	99	Category default	8%
12	Swish Fibre	103	100	97	Category default	0%
13	IDnet	93	93	106	Habit, not love	0%
14	Trooli	103	100	95	Magnetic but unbought	2%
15	Plusnet	88	98	102	Habit, not love	20%
16	G.Network	103	86	92	Magnetic but unbought	0%
17	KCOM	98	108	87	Quietly trusted	0%
18	Three	95	90	96	Fading	17%
19	TalkTalk	88	90	99	Habit, not love	18%
20	Now Broadband	84	86	97	Habit, not love	12%
21	Shell Energy Broadband	88	90	95	Fading	0%
22	SSE Broadband	88	100	87	Loved, not chosen	0%
23	Post Office Broadband	73	115	87	Loved, not chosen	0%
24	Brawband	88	86	87	Fading	0%
25	FibreNest	88	86	87	Fading	0%

Indexed against the broadband average of 25 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Finance

Business Banking edition ▶

Starling Bank holds the strongest desire profile in business banking — complete desire. Across these brands, attachment tracks being named most closely (rho 0.60, 11 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Starling Bank	110	108	115	Complete desire	38%
2	Monzo	114	101	111	Performance brand	37%
3	Wise	108	103	111	Performance brand	20%
4	Revolut	111	88	104	Performance brand	25%
5	ANNA Money	104	86	102	Magnetic but unbought	12%
6	Mettle	100	90	102	Habit, not love	15%
7	Tide	99	93	104	Habit, not love	35%
8	Airwallex	99	88	100	Habit, not love	12%
9	Barclays	88	121	81	Loved, not chosen	20%
10	NatWest	88	121	81	Loved, not chosen	20%
11	HSBC	79	100	90	Loved, not chosen	20%

Indexed against the business banking average of 11 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Technology

Business Software edition ▶upset

Google Calendar holds the strongest desire profile in business software — quietly trusted. The brand AI names most often is Apple Notes, not the category's market leader. Across these brands, affinity tracks being named most closely (rho 0.74, 12 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Google Calendar	101	115	113	Quietly trusted	23%
2	Todoist	106	108	108	Complete desire	23%
3	Notion	114	102	95	Magnetic but unbought	37%
4	Apple Notes	97	109	108	Quietly trusted	58%
5	Obsidian	112	96	94	Magnetic but unbought	23%
6	TickTick	102	96	104	Habit, not love	17%
7	Trello	101	96	94	Magnetic but unbought	7%
8	ClickUp	105	83	94	Magnetic but unbought	8%
9	Google Keep	86	103	108	Habit, not love	53%
10	Microsoft OneNote	90	103	102	Quietly trusted	27%
11	Asana	98	92	88	Magnetic but unbought	8%
12	Evernote	86	96	92	Fading	17%

Indexed against the business software average of 12 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Insurance

Car Insurance edition ▶upset

Zego holds the strongest desire profile in car insurance — magnetic but unbought. The brand AI names most often is Admiral, not the category's market leader. Across these brands, attachment tracks being named most closely (rho 0.24, 9 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Zego	115	104	101	Magnetic but unbought	5%
2	Aviva	105	106	107	Complete desire	18%
3	Saga	99	108	103	Quietly trusted	3%
4	Admiral	102	100	99	Category default	23%
5	Hastings Direct	99	97	98	Category default	13%
6	Cuvva	99	91	94	Magnetic but unbought	3%
7	Dayinsure	94	97	98	Habit, not love	5%
8	GoShorty	94	97	98	Habit, not love	7%
9	LV=	92	100	101	Habit, not love	12%

Indexed against the car insurance average of 9 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Technology

Cloud & Web Hosting edition ▶upset

Apple iCloud holds the strongest desire profile in cloud & web hosting — quietly trusted. The brand AI names most often is Google Drive, not the category's market leader. Across these brands, affinity tracks being named most closely (rho 0.44, 12 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Apple iCloud	111	115	101	Quietly trusted	50%
2	Google Drive	108	112	105	Complete desire	58%
3	AWS	114	107	98	Magnetic but unbought	5%
4	Backblaze	107	96	110	Performance brand	13%
5	SiteGround	107	105	103	Magnetic but unbought	8%
6	Microsoft OneDrive	97	105	99	Quietly trusted	52%
7	pCloud	107	93	101	Magnetic but unbought	15%
8	Hostinger	97	96	106	Habit, not love	8%
9	Dropbox	94	97	94	Loved, not chosen	38%
10	Namecheap	88	92	98	Habit, not love	10%
11	GoDaddy	86	92	93	Fading	7%
12	Bluehost	83	92	93	Fading	8%

Indexed against the cloud & web hosting average of 12 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Finance

Credit Cards edition ▶

American Express holds the strongest desire profile in credit cards — complete desire. Across these brands, attachment tracks being named most closely (rho 0.52, 33 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	American Express	129	126	119	Complete desire	17%
2	Monzo	126	110	116	Complete desire	7%
3	Starling Bank	123	112	119	Complete desire	8%
4	Chase	119	117	114	Complete desire	10%
5	Coutts	117	132	102	Quietly trusted	0%
6	Revolut	129	98	113	Performance brand	2%
7	HSBC	111	118	114	Complete desire	17%
8	First Direct	111	112	116	Complete desire	0%
9	Nationwide	104	118	117	Complete desire	3%
10	Barclaycard	108	108	109	Complete desire	23%
11	Curve	122	95	102	Magnetic but unbought	0%
12	Yonder	123	96	99	Magnetic but unbought	2%
13	Halifax	99	104	109	Habit, not love	5%
14	Lloyds Bank	98	105	104	Quietly trusted	12%
15	NatWest	96	110	106	Habit, not love	8%
16	RBS	96	110	104	Habit, not love	2%
17	Virgin Money	107	101	100	Magnetic but unbought	10%
18	Zopa	108	96	102	Magnetic but unbought	0%
19	Santander	96	104	106	Habit, not love	8%
20	Capital One	99	101	99	Category default	3%
21	MBNA	92	101	99	Quietly trusted	0%
22	M&S Bank	93	104	97	Quietly trusted	0%
23	TSB	92	101	97	Quietly trusted	2%
24	Metro Bank	93	87	92	Fading	0%
25	Sainsbury's Bank	82	96	92	Fading	2%
26	Tesco Bank	79	86	90	Fading	8%
27	Zable	90	80	79	Fading	0%
28	Asda Money	76	81	87	Fading	2%
29	Bip	86	78	79	Fading	0%
30	Creation	79	81	81	Fading	0%
31	Vanquis Bank	76	80	81	Fading	5%
32	Aqua	73	78	80	Fading	3%
33	Poundland	68	75	79	Fading	0%

Indexed against the credit cards average of 33 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Finance

Current Accounts edition ▶

Monzo holds the strongest desire profile in current accounts — complete desire. Across these brands, attachment tracks being named most closely (rho 0.56, 39 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Monzo	123	108	113	Complete desire	45%
2	Chase	112	110	110	Complete desire	25%
3	Starling Bank	113	104	113	Complete desire	33%
4	First Direct	106	108	114	Complete desire	5%
5	Wise	110	102	112	Performance brand	10%
6	Chip	117	94	106	Performance brand	7%
7	Plum	114	94	106	Performance brand	8%
8	Emma	114	95	104	Performance brand	3%
9	Moneybox	110	98	106	Performance brand	3%
10	YNAB	112	107	99	Magnetic but unbought	5%
11	Revolut	114	91	104	Performance brand	23%
12	Currensea	110	91	104	Performance brand	0%
13	Mettle	108	98	101	Magnetic but unbought	2%
14	Atom Bank	108	94	101	Magnetic but unbought	0%
15	Kroo	108	94	98	Magnetic but unbought	0%
16	N26	106	95	101	Magnetic but unbought	2%
17	Snoop	101	101	102	Category default	3%
18	Triodos Bank	99	120	90	Quietly trusted	0%
19	Virgin Money	103	105	98	Quietly trusted	2%
20	Co-op Bank	90	120	98	Quietly trusted	0%
21	HSBC	94	110	102	Quietly trusted	13%
22	Nationwide	92	110	101	Quietly trusted	10%
23	ANNA Money	110	84	95	Magnetic but unbought	0%
24	Zing	106	84	101	Magnetic but unbought	0%
25	Barclays	90	105	99	Quietly trusted	12%
26	Marcus	94	98	101	Habit, not love	2%
27	Santander	90	104	101	Quietly trusted	17%
28	Halifax	90	102	97	Quietly trusted	0%
29	Lloyds Bank	90	105	97	Quietly trusted	18%
30	Monese	101	91	95	Magnetic but unbought	0%
31	NatWest	90	105	97	Quietly trusted	20%
32	Royal Bank of Scotland	90	105	95	Loved, not chosen	7%
33	Smile	90	113	93	Loved, not chosen	0%
34	Bank of Scotland	83	105	93	Loved, not chosen	0%
35	Ulster Bank	83	105	93	Loved, not chosen	2%
36	TSB	83	98	93	Loved, not chosen	5%
37	Pockit	87	84	87	Fading	0%
38	Post Office	72	94	91	Fading	2%
39	Yolt	90	69	89	Fading	0%

Indexed against the current accounts average of 39 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Technology

Cybersecurity edition ▶upset

1Password holds the strongest desire profile in cybersecurity — complete desire. The brand AI names most often is Bitdefender, not the category's market leader. Across these brands, affinity tracks being named most closely (rho 0.24, 26 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	1Password	128	119	115	Complete desire	7%
2	NordVPN	126	118	117	Complete desire	0%
3	ProtonVPN	115	116	105	Complete desire	0%
4	Surfshark	118	104	110	Complete desire	0%
5	Kaspersky	112	101	108	Performance brand	3%
6	Norton	110	110	105	Complete desire	33%
7	Bitdefender	109	106	107	Complete desire	35%
8	Intego	107	106	104	Complete desire	0%
9	Keeper Security	106	101	107	Performance brand	0%
10	Malwarebytes	106	104	105	Complete desire	2%
11	ExpressVPN	107	101	102	Magnetic but unbought	0%
12	ESET	100	103	101	Category default	10%
13	Trend Micro	98	103	101	Category default	0%
14	CyberGhost	100	97	102	Category default	0%
15	Dashlane	101	97	100	Category default	2%
16	F-Secure	97	109	95	Quietly trusted	2%
17	Webroot	96	98	98	Quietly trusted	0%
18	McAfee	94	103	94	Loved, not chosen	22%
19	Private Internet Access	93	97	97	Quietly trusted	0%
20	Avast	91	97	94	Loved, not chosen	18%
21	LastPass	85	89	87	Fading	0%
22	TotalAV	85	82	91	Fading	2%
23	Atlas VPN	84	80	91	Fading	0%
24	Panda Security	78	89	90	Fading	0%
25	AVG	76	86	88	Fading	3%
26	BullGuard	78	83	87	Fading	0%

Indexed against the cybersecurity average of 26 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Automotive

Electric Cars edition ▶

Porsche holds the strongest desire profile in electric cars — magnetic but unbought. Across these brands, affinity tracks being named most closely (rho 0.33, 34 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Porsche	125	120	101	Magnetic but unbought	13%
2	Tesla	118	106	112	Complete desire	43%
3	Mercedes-Benz	116	113	101	Magnetic but unbought	12%
4	Rivian	122	104	101	Magnetic but unbought	0%
5	Polestar	112	107	105	Complete desire	8%
6	BMW	109	110	102	Quietly trusted	22%
7	Lucid	120	99	99	Magnetic but unbought	3%
8	Audi	106	110	101	Quietly trusted	5%
9	Kia	108	100	112	Performance brand	22%
10	Lexus	102	110	106	Quietly trusted	0%
11	Hyundai	106	99	108	Performance brand	25%
12	Volvo	98	113	101	Quietly trusted	10%
13	Zeekr	109	93	105	Performance brand	2%
14	Cupra	106	96	101	Magnetic but unbought	3%
15	Skoda	95	102	112	Habit, not love	8%
16	Toyota	91	110	108	Habit, not love	0%
17	Mini	101	106	92	Quietly trusted	3%
18	Peugeot	98	102	99	Category default	10%
19	Renault	97	99	101	Category default	13%
20	BYD	99	89	105	Habit, not love	2%
21	Ford	90	104	101	Quietly trusted	7%
22	Abarth	102	96	86	Magnetic but unbought	2%
23	Nissan	91	97	101	Habit, not love	12%
24	Smart	97	96	98	Habit, not love	23%
25	Alpine	102	93	83	Magnetic but unbought	0%
26	Volkswagen	91	99	95	Loved, not chosen	20%
27	Citroen	91	96	95	Fading	5%
28	Subaru	87	99	98	Quietly trusted	0%
29	Fiat	88	99	92	Loved, not chosen	2%
30	Genesis	95	89	92	Fading	2%
31	Dacia	80	89	105	Habit, not love	2%
32	Ora	91	79	92	Fading	0%
33	Vauxhall	78	92	98	Habit, not love	8%
34	MG Motor	80	86	98	Habit, not love	2%

Indexed against the electric cars average of 34 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Energy

Energy Suppliers edition ▶

Octopus Energy holds the strongest desire profile in energy suppliers — complete desire. Across these brands, affinity tracks being named most closely (rho 0.60, 26 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Octopus Energy	141	125	133	Complete desire	18%
2	OVO Energy	122	121	120	Complete desire	8%
3	British Gas	108	120	120	Complete desire	15%
4	Ecotricity	118	128	103	Quietly trusted	0%
5	EDF Energy	110	121	118	Complete desire	12%
6	Good Energy	112	128	103	Quietly trusted	2%
7	So Energy	115	111	113	Complete desire	0%
8	Utility Warehouse	103	107	120	Habit, not love	0%
9	E.ON Next	107	115	106	Complete desire	10%
10	ScottishPower	107	111	111	Complete desire	8%
11	Shell Energy	107	111	110	Complete desire	0%
12	Fuse Energy	120	95	100	Magnetic but unbought	0%
13	Utilita	107	98	106	Performance brand	0%
14	Green Energy	99	103	96	Loved, not chosen	5%
15	Co-op Energy	90	111	96	Loved, not chosen	0%
16	People's Energy	99	98	96	Magnetic but unbought	0%
17	Boost	95	87	100	Habit, not love	2%
18	Bulb	99	87	93	Magnetic but unbought	0%
19	Outfox the Market	94	90	100	Habit, not love	0%
20	Affect Energy	87	87	96	Fading	0%
21	Ebico	79	95	86	Fading	0%
22	Bristol Energy	79	82	80	Fading	0%
23	Robin Hood Energy	82	74	76	Fading	0%
24	Daligas	74	70	83	Fading	0%
25	Igloo Energy	82	66	73	Fading	0%
26	Symbio Energy	66	57	63	Fading	0%

Indexed against the energy suppliers average of 26 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Property

Estate Agents edition ▶upset

Rightmove holds the strongest desire profile in estate agents — magnetic but unbought. The brand AI names most often is Zoopla, not the category's market leader.

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Rightmove	109	105	103	Magnetic but unbought	27%
2	Zoopla	102	98	99	Category default	28%
3	OnTheMarket	95	98	99	Habit, not love	17%
4	PrimeLocation	95	98	99	Habit, not love	2%

Indexed against the estate agents average of 4 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Food

Everyday Food & Drink Brands edition ▶

Hotel Chocolat holds the strongest desire profile in everyday food & drink brands — magnetic but unbought. Across these brands, attachment tracks being named most closely (rho 0.61, 26 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Hotel Chocolat	125	112	100	Magnetic but unbought	20%
2	Lindt	118	115	104	Complete desire	28%
3	Ferrero Rocher	115	109	103	Magnetic but unbought	3%
4	Cadbury	103	110	111	Habit, not love	33%
5	Toblerone	118	106	97	Magnetic but unbought	0%
6	Terry's	112	102	100	Magnetic but unbought	2%
7	Maltesers	100	103	109	Habit, not love	18%
8	Quality Street	101	106	103	Quietly trusted	8%
9	Green & Black's	107	107	92	Magnetic but unbought	0%
10	After Eight	101	99	97	Category default	7%
11	Celebrations	100	95	100	Magnetic but unbought	17%
12	Heroes	100	96	100	Magnetic but unbought	33%
13	Kinder	98	98	103	Category default	7%
14	M&M's	97	96	103	Habit, not love	0%
15	Raffaello	106	98	95	Magnetic but unbought	2%
16	Thorntons	98	100	99	Category default	5%
17	Galaxy	94	96	103	Habit, not love	23%
18	KitKat	92	98	103	Habit, not love	13%
19	Milka	94	98	100	Habit, not love	2%
20	Bounty	88	93	101	Habit, not love	13%
21	Mars	83	95	103	Habit, not love	13%
22	Mon Chéri	98	95	89	Magnetic but unbought	0%
23	Snickers	88	95	101	Habit, not love	17%
24	Twix	86	95	103	Habit, not love	17%
25	Guylian	94	95	88	Fading	2%
26	Nestlé	82	90	97	Habit, not love	7%

Indexed against the everyday food & drink brands average of 26 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Retail

Fashion & Clothing edition ▶

John Lewis holds the strongest desire profile in fashion & clothing — complete desire. Across these brands, attraction tracks being named most closely (rho 0.71, 7 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	John Lewis	123	121	108	Complete desire	15%
2	Marks & Spencer	111	112	101	Quietly trusted	27%
3	Next	102	98	104	Habit, not love	28%
4	ASOS	100	98	104	Habit, not love	10%
5	H&M	95	98	96	Loved, not chosen	12%
6	Primark	87	98	93	Loved, not chosen	13%
7	Boohoo	83	77	94	Fading	3%

Indexed against the fashion & clothing average of 7 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Food

Food Delivery edition ▶

Deliveroo holds the strongest desire profile in food delivery — magnetic but unbought. Across these brands, attraction tracks being named most closely (rho 0.49, 8 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Deliveroo	111	100	103	Magnetic but unbought	78%
2	Ocado	109	103	103	Magnetic but unbought	13%
3	Tesco	103	103	104	Habit, not love	17%
4	Uber Eats	108	97	102	Magnetic but unbought	73%
5	Just Eat	102	101	102	Category default	68%
6	Sainsbury's	94	104	93	Loved, not chosen	8%
7	Asda	86	97	96	Loved, not chosen	15%
8	Morrisons	88	97	96	Loved, not chosen	15%

Indexed against the food delivery average of 8 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Energy

Fuel & EV Charging edition ▶upset

Tesla holds the strongest desire profile in fuel & ev charging — complete desire. The brand AI names most often is BP, not the category's market leader. Across these brands, affinity tracks being named most closely (rho 0.70, 25 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Tesla	139	128	120	Complete desire	18%
2	GRIDSERVE	126	111	106	Complete desire	12%
3	Fastned	122	108	107	Complete desire	8%
4	Ionity	123	108	98	Magnetic but unbought	5%
5	Osprey Charging	111	103	104	Performance brand	8%
6	Sainsbury's	100	109	107	Quietly trusted	5%
7	Tesco	102	109	110	Habit, not love	13%
8	BP	108	105	101	Magnetic but unbought	27%
9	InstaVolt	106	100	104	Performance brand	13%
10	Shell	108	105	101	Magnetic but unbought	18%
11	MFG EV Power	105	100	101	Magnetic but unbought	7%
12	BP Pulse	103	103	97	Category default	12%
13	Asda	93	102	104	Habit, not love	7%
14	Morrisons	89	102	104	Habit, not love	8%
15	Moto	96	96	98	Habit, not love	3%
16	Welcome Break	96	100	97	Quietly trusted	2%
17	Roadchef	96	96	96	Fading	0%
18	Esso	93	96	97	Habit, not love	10%
19	MFG	93	93	96	Fading	10%
20	Texaco	86	91	93	Fading	3%
21	EG Group	82	89	93	Fading	2%
22	Euro Garages	82	89	93	Fading	2%
23	Applegreen	80	89	93	Fading	0%
24	Jet	80	87	94	Fading	2%
25	Sirocco	82	81	84	Fading	0%

Indexed against the fuel & ev charging average of 25 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Health

Health Insurance edition ▶

Bupa holds the strongest desire profile in health insurance — complete desire. Across these brands, attachment tracks being named most closely (rho 0.77, 26 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Bupa	129	124	117	Complete desire	33%
2	AXA	122	118	114	Complete desire	25%
3	WPA	119	117	113	Complete desire	10%
4	Vitality	125	108	106	Complete desire	23%
5	Aviva	114	114	111	Complete desire	28%
6	Benenden Health	103	114	111	Quietly trusted	2%
7	The Exeter	108	108	111	Complete desire	10%
8	Aetna	113	108	104	Complete desire	0%
9	Saga	103	115	107	Quietly trusted	2%
10	Zurich	107	111	103	Quietly trusted	0%
11	Allianz Care	105	103	104	Performance brand	0%
12	MetLife	105	105	103	Magnetic but unbought	0%
13	AIG	102	105	100	Quietly trusted	0%
14	Cigna	100	96	100	Magnetic but unbought	0%
15	Freedom Healthinsurance	96	95	101	Habit, not love	2%
16	MediCash	93	101	101	Quietly trusted	3%
17	Simplyhealth	93	102	100	Quietly trusted	2%
18	April International	97	93	97	Magnetic but unbought	0%
19	Now Health International	96	87	97	Habit, not love	0%
20	Expatriate Group	88	89	94	Fading	0%
21	General & Medical	86	86	91	Fading	0%
22	HSA	78	95	88	Fading	0%
23	Chase Templeton	82	82	88	Fading	0%
24	Towergate Health	82	83	88	Fading	0%
25	Pi Financial	82	80	82	Fading	0%
26	ElectroCard	72	63	69	Fading	0%

Indexed against the health insurance average of 26 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Property

Home Improvement edition ▶upset

DIY Kitchens holds the strongest desire profile in home improvement — complete desire. The brand AI names most often is IKEA, not the category's market leader. Across these brands, affinity tracks being named most closely (rho 0.76, 25 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	DIY Kitchens	129	109	112	Complete desire	5%
2	Worktop Express	117	117	118	Complete desire	5%
3	IKEA	117	125	105	Complete desire	13%
4	Magnet	120	120	104	Complete desire	5%
5	Wren Kitchens	126	109	105	Complete desire	8%
6	House of Worktops	114	117	105	Complete desire	0%
7	Howdens	105	110	105	Complete desire	10%
8	Screwfix	97	101	118	Habit, not love	2%
9	Drench	112	96	101	Magnetic but unbought	0%
10	Wickes	104	109	104	Complete desire	10%
11	Tap Warehouse	104	96	105	Performance brand	0%
12	B&Q	97	109	98	Quietly trusted	7%
13	Benchmarx	104	96	96	Magnetic but unbought	0%
14	Leader Doors	97	91	98	Habit, not love	0%
15	Direct Doors	97	93	96	Magnetic but unbought	0%
16	Online Door Store	97	91	96	Magnetic but unbought	0%
17	Selco	87	93	104	Habit, not love	0%
18	Toolstation	87	88	108	Habit, not love	0%
19	City Plumbing	89	93	94	Fading	0%
20	Homebase	89	101	89	Loved, not chosen	0%
21	Jewson	87	96	94	Fading	0%
22	Plumb Center	87	96	94	Fading	0%
23	Travis Perkins	87	96	94	Fading	0%
24	Victoria Plum	89	85	94	Fading	0%
25	MFI	62	69	65	Fading	0%

Indexed against the home improvement average of 25 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Insurance

Home Insurance edition ▶upset

NFU Mutual holds the strongest desire profile in home insurance — quietly trusted. The brand AI names most often is Aviva, not the category's market leader.

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	NFU Mutual	103	110	105	Quietly trusted	3%
2	Aviva	103	103	100	Category default	17%
3	Direct Line	103	97	97	Category default	10%
4	Tesco Bank	90	90	97	Habit, not love	3%

Indexed against the home insurance average of 4 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Travel

Hotels edition ▶

citizenM holds the strongest desire profile in hotels — magnetic but unbought. Across these brands, attachment tracks being named most closely (rho 0.58, 24 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	citizenM	144	116	103	Magnetic but unbought	2%
2	Treehouse Hotels	136	113	89	Magnetic but unbought	0%
3	Premier Inn	101	111	123	Habit, not love	38%
4	Alofts	121	105	100	Magnetic but unbought	0%
5	Moxy Hotels	124	103	100	Magnetic but unbought	2%
6	Radisson RED	124	105	97	Magnetic but unbought	0%
7	Room2	123	115	92	Magnetic but unbought	0%
8	Holiday Inn Express	95	111	121	Habit, not love	8%
9	Hampton by Hilton	101	108	111	Habit, not love	5%
10	Novotel	101	115	108	Quietly trusted	0%
11	YOTEL	128	95	91	Magnetic but unbought	0%
12	Holiday Inn	91	115	112	Habit, not love	8%
13	Mercure	100	108	105	Quietly trusted	0%
14	ibis	90	103	105	Habit, not love	22%
15	Best Western	86	103	100	Quietly trusted	0%
16	ibis Styles	96	90	94	Fading	0%
17	Travelodge	81	95	105	Habit, not love	37%
18	Z Hotels	105	87	89	Magnetic but unbought	3%
19	jury's Inn	83	95	92	Fading	0%
20	Travelodge International	76	88	97	Habit, not love	0%
21	easyHotel	80	75	94	Fading	7%
22	ibis budget	71	83	98	Habit, not love	0%
23	Days Inn	71	87	94	Fading	0%
24	Campanile	70	74	81	Fading	0%

Indexed against the hotels average of 24 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Home

Household & Cleaning edition ▶

Ecover holds the strongest desire profile in household & cleaning — quietly trusted. Across these brands, affinity tracks being named most closely (rho 0.06, 26 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Ecover	110	123	98	Quietly trusted	5%
2	Method	120	114	94	Magnetic but unbought	7%
3	Bleach London	125	107	91	Magnetic but unbought	0%
4	Pink Stuff	113	102	107	Performance brand	0%
5	Fairy	103	107	107	Quietly trusted	0%
6	Lenor	107	107	104	Complete desire	0%
7	Persil	103	110	104	Quietly trusted	0%
8	Vanish	107	99	104	Performance brand	0%
9	Bio-D	101	110	92	Quietly trusted	7%
10	Febreze	103	99	104	Habit, not love	0%
11	Flash	101	98	104	Habit, not love	7%
12	Lysol	100	99	104	Habit, not love	3%
13	Zoflora	103	99	104	Habit, not love	10%
14	Dettol	100	101	99	Category default	20%
15	Domestos	98	92	111	Habit, not love	0%
16	Fairtrade	92	117	87	Loved, not chosen	0%
17	Harpic	98	92	104	Habit, not love	0%
18	Milton	92	107	100	Quietly trusted	5%
19	Cillit Bang	100	88	100	Magnetic but unbought	5%
20	Astonish	91	95	100	Habit, not love	12%
21	Mr Muscle	92	88	100	Habit, not love	2%
22	Surf	91	92	100	Habit, not love	0%
23	Bold	91	92	98	Habit, not love	0%
24	Duck	91	88	94	Fading	0%
25	Cif	85	88	94	Fading	2%
26	Viakal	85	85	91	Fading	2%

Indexed against the household & cleaning average of 26 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Finance

Investment Platforms edition ▶upset

Monzo holds the strongest desire profile in investment platforms — complete desire. The brand AI names most often is Capital.com, not the category's market leader. Across these brands, attachment tracks being named most closely (rho 0.50, 36 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Monzo	127	109	109	Complete desire	0%
2	Vanguard	111	120	114	Complete desire	20%
3	IG	120	110	107	Complete desire	13%
4	Nutmeg	115	109	106	Complete desire	3%
5	Trading 212	120	97	110	Performance brand	27%
6	Moneybox	112	109	103	Magnetic but unbought	5%
7	eToro	120	99	100	Magnetic but unbought	2%
8	Hargreaves Lansdown	107	109	106	Complete desire	25%
9	Interactive Investor	104	106	109	Complete desire	20%
10	InvestEngine	111	96	109	Performance brand	12%
11	Revolut	118	91	103	Magnetic but unbought	2%
12	Saxo	111	102	103	Magnetic but unbought	3%
13	Dodl	111	102	100	Magnetic but unbought	7%
14	fidelity	101	109	106	Quietly trusted	7%
15	J.P. Morgan Personal Investing	104	109	103	Quietly trusted	0%
16	AJ Bell	99	103	107	Habit, not love	20%
17	Bestinvest	101	99	103	Category default	3%
18	CMC Markets	105	99	100	Magnetic but unbought	3%
19	Freetrade	107	91	102	Magnetic but unbought	15%
20	Interactive Brokers	105	99	100	Magnetic but unbought	10%
21	Capital.com	108	91	98	Magnetic but unbought	45%
22	Wealthify	98	106	98	Quietly trusted	7%
23	City Index	104	91	98	Magnetic but unbought	0%
24	Moneyfarm	98	99	100	Category default	5%
25	Plum	105	93	96	Magnetic but unbought	3%
26	Barclays Smart Investor	89	102	98	Quietly trusted	2%
27	Charles Stanley Direct	91	99	100	Habit, not love	0%
28	Santander	82	102	95	Loved, not chosen	0%
29	Aberdeen	84	99	89	Loved, not chosen	8%
30	HSBC	79	102	92	Loved, not chosen	3%
31	NatWest	79	102	92	Loved, not chosen	2%
32	St James's Place	87	94	89	Fading	0%
33	Halifax Share Dealing	75	94	89	Fading	0%
34	Lloyds Bank Direct Investment	75	94	89	Fading	0%
35	EQi	72	84	89	Fading	2%
36	iWeb	65	84	84	Fading	3%

Indexed against the investment platforms average of 36 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Technology

Laptops edition ▶

Apple holds the strongest desire profile in laptops — complete desire. Across these brands, attachment tracks being named most closely (rho 0.55, 20 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Apple	116	116	108	Complete desire	53%
2	Samsung	113	116	111	Complete desire	3%
3	Microsoft	112	113	110	Complete desire	28%
4	Alienware	113	106	100	Magnetic but unbought	45%
5	Framework	116	103	103	Magnetic but unbought	2%
6	ASUS	103	102	105	Habit, not love	53%
7	Razer	112	102	93	Magnetic but unbought	15%
8	Dell	94	106	108	Habit, not love	42%
9	Lenovo	96	99	108	Habit, not love	63%
10	HP	93	103	108	Habit, not love	38%
11	Currys	—	99	100	Category default	8%
12	LG	96	97	94	Loved, not chosen	7%
13	XMG	99	89	93	Magnetic but unbought	2%
14	MSI	95	93	94	Fading	22%
15	Overclockers	94	93	97	Habit, not love	0%
16	PC Specialist	90	93	101	Habit, not love	2%
17	Scan	94	93	97	Habit, not love	0%
18	VAIO	95	99	69	Loved, not chosen	0%
19	Acer	82	90	101	Habit, not love	27%
20	Gigabyte	86	89	97	Habit, not love	3%

Indexed against the laptops average of 20 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Professional

Legal Services edition ▶upset

Co-op Legal Services holds the strongest desire profile in legal services — complete desire. The brand AI names most often is Citizens Advice, not the category's market leader. Across these brands, affinity tracks being named most closely (rho 0.56, 8 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Co-op Legal Services	109	116	117	Complete desire	8%
2	Citizens Advice	101	110	103	Quietly trusted	10%
3	Irwin Mitchell	101	101	100	Category default	0%
4	Kings Court Trust	101	101	100	Category default	2%
5	Simpson Millar	101	101	100	Category default	0%
6	Slater and Gordon	101	101	100	Category default	0%
7	amicable	101	84	97	Magnetic but unbought	0%
8	QualitySolicitors	84	84	83	Fading	2%

Indexed against the legal services average of 8 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Finance

Life Insurance edition ▶

Vitality holds the strongest desire profile in life insurance — complete desire. Across these brands, attachment tracks being named most closely (rho 0.77, 24 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Vitality	137	120	118	Complete desire	18%
2	Aviva	121	111	116	Complete desire	25%
3	Zurich	115	112	116	Complete desire	13%
4	Legal & General	113	108	111	Complete desire	15%
5	Royal London	110	109	110	Complete desire	15%
6	Scottish Widows	110	109	110	Complete desire	8%
7	AIG	108	108	108	Complete desire	0%
8	AXA	108	108	108	Complete desire	5%
9	LV=	108	108	108	Complete desire	7%
10	Aegon	105	104	99	Magnetic but unbought	2%
11	Guardian	102	96	102	Magnetic but unbought	0%
12	SunLife	100	96	97	Magnetic but unbought	0%
13	PruProtect	100	93	91	Magnetic but unbought	0%
14	Canada Life	92	96	94	Fading	0%
15	MetLife	92	93	94	Fading	0%
16	The Exeter	94	93	94	Fading	5%
17	M&S Bank	89	96	91	Fading	0%
18	Sainsbury's Bank	89	93	94	Fading	0%
19	Tesco Bank	89	93	94	Fading	0%
20	Post Office	81	96	97	Habit, not love	2%
21	OneFamily	86	86	88	Fading	0%
22	Phoenix Life	84	93	88	Fading	0%
23	Shepherds Friendly	86	89	88	Fading	2%
24	Cirencester Friendly	81	89	88	Fading	0%

Indexed against the life insurance average of 24 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Home

Mattresses edition ▶

Dreams holds the strongest desire profile in mattresses — quietly trusted.

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Dreams	—	116	102	Quietly trusted	2%
2	Simba	114	101	98	Magnetic but unbought	13%
3	Bensons for Beds	—	101	100	Category default	2%
4	Silentnight	97	101	107	Habit, not love	10%
5	Nectar	100	97	102	Category default	13%
6	Emma	94	91	95	Fading	15%
7	Eve Sleep	95	91	95	Fading	8%

Indexed against the mattresses average of 7 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Telecoms

Mobile Networks edition ▶upset

Giffgaff holds the strongest desire profile in mobile networks — complete desire. The brand AI names most often is Three, not the category's market leader. Across these brands, attraction tracks being named most closely (rho 0.81, 14 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Giffgaff	106	107	106	Complete desire	23%
2	Three	113	106	101	Magnetic but unbought	92%
3	O2	107	110	99	Quietly trusted	58%
4	EE	110	104	99	Magnetic but unbought	63%
5	Smarty	107	100	104	Performance brand	38%
6	Vodafone	107	107	100	Magnetic but unbought	63%
7	VOXI	107	97	104	Performance brand	23%
8	1pMobile	97	100	101	Category default	15%
9	Talkmobile	97	100	101	Category default	10%
10	Tesco Mobile	94	100	103	Habit, not love	17%
11	Asda Mobile	90	100	101	Habit, not love	3%
12	Lebara	93	92	103	Habit, not love	32%
13	iD Mobile	84	86	90	Fading	22%
14	Virgin Mobile	87	90	86	Fading	3%

Indexed against the mobile networks average of 14 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Finance

Mortgages edition ▶

HSBC holds the strongest desire profile in mortgages — quietly trusted.

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	HSBC	103	104	100	Quietly trusted	7%
2	First Direct	104	94	100	Magnetic but unbought	5%
3	Halifax	97	99	100	Category default	12%
4	Nationwide	97	104	100	Quietly trusted	13%

Indexed against the mortgages average of 4 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Education

Online Learning edition ▶

Khan Academy holds the strongest desire profile in online learning — complete desire. Across these brands, attachment tracks being named most closely (rho 0.58, 26 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Khan Academy	104	119	114	Complete desire	3%
2	MasterClass	122	109	101	Magnetic but unbought	2%
3	freeCodeCamp	107	113	108	Complete desire	2%
4	Coursera	107	111	107	Complete desire	37%
5	edX	105	115	104	Complete desire	8%
6	Open University	101	116	107	Quietly trusted	12%
7	Duolingo	110	100	104	Performance brand	0%
8	Babbel	103	100	101	Category default	0%
9	Brilliant	111	98	100	Magnetic but unbought	0%
10	DataCamp	104	99	101	Magnetic but unbought	2%
11	Le Wagon	110	102	94	Magnetic but unbought	0%
12	LinkedIn Learning	98	103	105	Habit, not love	10%
13	Pluralsight	103	100	104	Habit, not love	0%
14	Educative	104	95	101	Magnetic but unbought	0%
15	Codecademy	103	98	100	Category default	3%
16	FutureLearn	96	100	103	Habit, not love	8%
17	Skillshare	98	99	101	Category default	3%
18	Udacity	107	99	90	Magnetic but unbought	0%
19	Udemy	89	93	107	Habit, not love	13%
20	Springboard	97	95	94	Magnetic but unbought	0%
21	Study.com	89	93	100	Habit, not love	0%
22	General Assembly	96	93	86	Fading	0%
23	Treehouse	90	92	91	Fading	2%
24	Great Learning	87	88	93	Fading	2%
25	Alison	79	83	97	Habit, not love	5%
26	Simplilearn	83	85	87	Fading	0%

Indexed against the online learning average of 26 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Health

OTC Medicines edition ▶upset

Calpol holds the strongest desire profile in otc medicines — complete desire. The brand AI names most often is Ibuprofen, not the category's market leader. Across these brands, affinity tracks being named most closely (rho 0.60, 26 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Calpol	120	120	109	Complete desire	2%
2	Boots	115	117	106	Complete desire	2%
3	Ibuprofen	114	116	114	Complete desire	90%
4	Paracetamol	103	116	121	Habit, not love	72%
5	Advil	120	110	102	Magnetic but unbought	0%
6	Nurofen	117	110	103	Magnetic but unbought	13%
7	Voltaren	114	105	99	Magnetic but unbought	10%
8	Aspirin	104	105	106	Complete desire	40%
9	Panadol	107	102	102	Magnetic but unbought	12%
10	Sainsbury's	99	102	102	Category default	0%
11	Tesco	99	98	102	Category default	2%
12	Anadin	103	102	96	Magnetic but unbought	2%
13	Excedrin	109	98	92	Magnetic but unbought	0%
14	Asda	93	98	102	Habit, not love	2%
15	Superdrug	99	98	95	Magnetic but unbought	0%
16	Aldi	93	95	98	Habit, not love	0%
17	Disprin	93	98	99	Habit, not love	0%
18	Lidl	93	95	98	Habit, not love	0%
19	Morrisons	91	98	98	Quietly trusted	0%
20	Solpadeine	99	95	92	Magnetic but unbought	0%
21	LloydsPharmacy	93	90	92	Fading	0%
22	Hedex	91	95	95	Fading	0%
23	Well	88	90	91	Fading	23%
24	Rowlands Pharmacy	88	90	88	Fading	0%
25	Galpharm	75	83	102	Habit, not love	0%
26	Almus	75	80	95	Fading	0%

Indexed against the otc medicines average of 26 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Health

Private Healthcare edition ▶upset

Cleveland Clinic London holds the strongest desire profile in private healthcare — complete desire. The brand AI names most often is Bupa, not the category's market leader. Across these brands, attachment tracks being named most closely (rho 0.45, 24 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Cleveland Clinic London	136	124	117	Complete desire	0%
2	GenesisCare	134	117	117	Complete desire	0%
3	The London Clinic	129	124	111	Complete desire	0%
4	Royal Marsden Private Care	126	121	114	Complete desire	0%
5	Nuffield Health	115	124	117	Complete desire	12%
6	Bupa	116	117	116	Complete desire	22%
7	HCA International	123	114	111	Complete desire	0%
8	King Edward VII's Hospital	121	121	108	Complete desire	2%
9	Circle Health Group	115	114	117	Complete desire	12%
10	HCA Healthcare	119	114	112	Complete desire	12%
11	Spire Healthcare	111	116	116	Complete desire	18%
12	Barts Health Private Care	111	107	105	Complete desire	0%
13	RAMSAY HEALTH CARE	103	107	111	Habit, not love	7%
14	Practice Plus Group	98	99	114	Habit, not love	7%
15	BMI Healthcare	93	99	101	Habit, not love	12%
16	Centric Health	95	96	101	Habit, not love	0%
17	Benenden Hospital	87	99	101	Habit, not love	2%
18	New Victoria Hospital	93	99	98	Quietly trusted	2%
19	One Healthcare	90	96	101	Habit, not love	0%
20	Aspen Healthcare	90	96	98	Habit, not love	0%
21	Phryné Private Hospital	70	71	76	Fading	0%
22	Priorswood	54	55	60	Fading	0%
23	Stookey	54	55	60	Fading	0%
24	Phobia	16	17	16	Fading	0%

Indexed against the private healthcare average of 24 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Sport

Running Shoes edition ▶upset

Hoka holds the strongest desire profile in running shoes — complete desire. The brand AI names most often is Asics, not the category's market leader. Across these brands, affinity tracks being named most closely (rho 0.80, 26 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Hoka	118	109	107	Complete desire	33%
2	Asics	109	110	115	Complete desire	47%
3	Salomon	113	114	107	Complete desire	7%
4	Adidas	111	110	103	Magnetic but unbought	18%
5	Nike	114	109	103	Magnetic but unbought	33%
6	Brooks	98	109	117	Habit, not love	28%
7	Inov-8	107	107	107	Complete desire	7%
8	New Balance	103	107	108	Habit, not love	28%
9	Scarpa	105	113	100	Quietly trusted	3%
10	Altra	105	101	104	Performance brand	7%
11	Saucony	103	103	105	Habit, not love	20%
12	Norda	118	101	89	Magnetic but unbought	0%
13	On	110	102	97	Magnetic but unbought	2%
14	La Sportiva	103	107	96	Quietly trusted	3%
15	Puma	95	103	105	Habit, not love	8%
16	Mizuno	94	102	107	Habit, not love	2%
17	Topo Athletic	98	94	104	Habit, not love	5%
18	Merrell	90	96	101	Habit, not love	2%
19	Reebok	86	101	103	Habit, not love	0%
20	Dynafit	98	95	90	Magnetic but unbought	2%
21	Speedland	115	87	76	Magnetic but unbought	0%
22	VJ Sport	95	88	90	Fading	0%
23	Craft	91	90	90	Fading	0%
24	Sketchers	72	82	105	Habit, not love	0%
25	Under Armour	81	86	93	Fading	0%
26	NordicTrack	66	75	79	Fading	0%

Indexed against the running shoes average of 26 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Beauty

Skincare edition ▶upset

La Roche-Posay holds the strongest desire profile in skincare — complete desire. The brand AI names most often is Aveeno, not the category's market leader. Across these brands, attachment tracks being named most closely (rho 0.65, 28 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	La Roche-Posay	140	123	109	Complete desire	7%
2	CeraVe	129	114	115	Complete desire	12%
3	Aquaphor	117	108	105	Complete desire	2%
4	Aveeno	114	112	105	Complete desire	15%
5	Bioderma	121	111	99	Magnetic but unbought	0%
6	Eucerin	121	112	97	Magnetic but unbought	0%
7	Vichy	121	111	97	Magnetic but unbought	0%
8	Avene	117	111	97	Magnetic but unbought	2%
9	Cetaphil	108	106	111	Complete desire	7%
10	Embryolisse	115	106	93	Magnetic but unbought	0%
11	Childs Farm	105	105	99	Magnetic but unbought	3%
12	No7	105	105	97	Magnetic but unbought	2%
13	Dove	93	105	107	Habit, not love	2%
14	Garnier	94	105	105	Habit, not love	5%
15	Vaseline	91	103	108	Habit, not love	12%
16	Neutrogena	101	99	99	Category default	2%
17	E45	89	96	107	Habit, not love	5%
18	QV	96	96	101	Habit, not love	2%
19	Ceramol	103	91	85	Magnetic but unbought	0%
20	Sanex	89	97	99	Habit, not love	2%
21	Simple	79	97	105	Habit, not love	3%
22	Cetraben	84	90	99	Habit, not love	3%
23	Diprobase	82	88	97	Habit, not love	2%
24	Doublebase	77	82	93	Fading	0%
25	Epaderm	77	80	92	Fading	2%
26	Hydromol	77	82	93	Fading	0%
27	Nivea	79	85	88	Fading	8%
28	Zerobase	77	80	95	Fading	2%

Indexed against the skincare average of 28 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Technology

Smartphones edition ▶upset

Apple holds the strongest desire profile in smartphones — complete desire. The brand AI names most often is Samsung, not the category's market leader. Across these brands, attraction tracks being named most closely (rho 0.67, 26 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Apple	125	134	124	Complete desire	47%
2	Samsung	121	127	121	Complete desire	60%
3	Google	120	124	119	Complete desire	58%
4	Honor	110	110	110	Complete desire	7%
5	Huawei	120	110	99	Magnetic but unbought	0%
6	OnePlus	112	107	110	Complete desire	12%
7	Nothing	115	95	96	Magnetic but unbought	7%
8	CAT	98	114	99	Quietly trusted	0%
9	Motorola	97	104	106	Habit, not love	12%
10	Oppo	105	99	99	Magnetic but unbought	13%
11	Vivo	107	98	99	Magnetic but unbought	3%
12	Xiaomi	105	99	102	Magnetic but unbought	23%
13	Sony	108	107	87	Magnetic but unbought	2%
14	HMD	89	110	105	Habit, not love	0%
15	Lenovo	91	107	102	Quietly trusted	0%
16	Realme	96	92	108	Habit, not love	0%
17	TCL	91	102	108	Habit, not love	0%
18	Asus	94	98	87	Loved, not chosen	2%
19	Unihertz	101	88	84	Magnetic but unbought	2%
20	Ulefone	94	80	93	Fading	5%
21	Blackview	90	80	94	Fading	0%
22	ZTE	89	88	92	Fading	0%
23	AGM	90	80	84	Fading	2%
24	Doogee	84	80	87	Fading	3%
25	Doro	70	88	99	Habit, not love	0%
26	Cubot	76	80	87	Fading	0%

Indexed against the smartphones average of 26 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Property

Solar & Heat Pumps edition ▶

Octopus Energy holds the strongest desire profile in solar & heat pumps — complete desire. Across these brands, attachment tracks being named most closely (rho 0.67, 26 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Octopus Energy	140	122	135	Complete desire	13%
2	Hive	124	117	114	Complete desire	0%
3	OVO Energy	123	114	117	Complete desire	2%
4	British Gas	107	114	117	Complete desire	3%
5	Good Energy	111	117	104	Complete desire	0%
6	E.ON Next	107	110	111	Complete desire	2%
7	ScottishPower	103	114	111	Quietly trusted	0%
8	EDF Energy	103	110	111	Habit, not love	3%
9	Sunsave	108	103	104	Performance brand	0%
10	Bulb	107	100	95	Magnetic but unbought	0%
11	Green Energy	99	100	104	Habit, not love	2%
12	Green Home Systems	99	100	104	Habit, not love	0%
13	Project Solar	99	103	98	Category default	0%
14	Evergen	100	98	98	Category default	0%
15	Solar Fast	99	100	98	Category default	0%
16	Spirit Energy	95	103	95	Loved, not chosen	0%
17	Egg	99	92	89	Magnetic but unbought	0%
18	SolarisKit	99	92	89	Magnetic but unbought	0%
19	Effective Home	86	88	92	Fading	0%
20	A Shade Greener	88	88	89	Fading	0%
21	BoomPower	86	88	89	Fading	0%
22	Infinity Energy	86	88	89	Fading	0%
23	Mypower	86	88	89	Fading	0%
24	Zebra Solar	86	88	89	Fading	0%
25	1st Step Solutions	83	88	89	Fading	0%
26	KEF Energy	80	78	77	Fading	0%

Indexed against the solar & heat pumps average of 26 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Entertainment

Streaming Services edition ▶

MUBI holds the strongest desire profile in streaming services — complete desire. Across these brands, attraction tracks being named most closely (rho 0.37, 18 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	MUBI	122	109	105	Complete desire	12%
2	Netflix	115	105	110	Complete desire	68%
3	BBC iPlayer	106	115	112	Complete desire	23%
4	Disney+	112	111	108	Complete desire	7%
5	BFI Player	110	112	100	Quietly trusted	13%
6	BFI Player+	110	112	100	Quietly trusted	0%
7	Curzon Home Cinema	109	108	98	Magnetic but unbought	10%
8	Channel 4	98	104	103	Quietly trusted	17%
9	Apple TV+	106	94	96	Magnetic but unbought	28%
10	Amazon Prime Video	95	92	103	Habit, not love	50%
11	BritBox	95	98	98	Quietly trusted	2%
12	NOW	95	94	97	Habit, not love	22%
13	ITVX	90	90	103	Habit, not love	10%
14	UKTV Play	89	90	98	Habit, not love	2%
15	Paramount+	89	90	96	Fading	0%
16	Discovery+	89	90	91	Fading	0%
17	Sky Go	90	94	84	Fading	13%
18	My5	80	90	98	Habit, not love	8%

Indexed against the streaming services average of 18 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Grocery

Supermarkets edition ▶

Waitrose holds the strongest desire profile in supermarkets — complete desire. Across these brands, affinity tracks being named most closely (rho 0.73, 20 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Waitrose	127	125	107	Complete desire	12%
2	Marks & Spencer	126	124	107	Complete desire	8%
3	Ocado	124	110	114	Complete desire	8%
4	Boots	119	121	107	Complete desire	2%
5	Tesco	119	113	113	Complete desire	33%
6	Sainsbury's	114	112	109	Complete desire	22%
7	Co-op	105	112	100	Quietly trusted	10%
8	Aldi	109	98	103	Magnetic but unbought	12%
9	Lidl	109	98	103	Magnetic but unbought	12%
10	Morrisons	108	104	102	Magnetic but unbought	18%
11	Asda	98	98	100	Category default	28%
12	Iceland	95	95	97	Habit, not love	0%
13	B&M	90	88	103	Habit, not love	0%
14	Home Bargains	90	88	103	Habit, not love	0%
15	Budgens	85	95	89	Fading	0%
16	Poundland	87	80	93	Fading	0%
17	Costcutter	74	83	89	Fading	0%
18	Londis	74	83	86	Fading	0%
19	Nisa	74	83	89	Fading	0%
20	SPAR	74	88	86	Fading	0%

Indexed against the supermarkets average of 20 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Entertainment

Video Games edition ▶upset

Steam holds the strongest desire profile in video games — complete desire. The brand AI names most often is Sony, not the category's market leader. Across these brands, affinity tracks being named most closely (rho 0.42, 26 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Steam	117	120	124	Complete desire	13%
2	Nintendo	117	119	113	Complete desire	70%
3	Nintendo Switch	117	113	114	Complete desire	0%
4	Xbox	108	108	113	Complete desire	73%
5	Sony	109	108	101	Magnetic but unbought	83%
6	Capcom	105	108	104	Complete desire	0%
7	HoYoverse	112	95	106	Performance brand	0%
8	PlayStation	108	112	100	Quietly trusted	83%
9	Mojang Studios	99	108	110	Habit, not love	13%
10	Take-Two Interactive	108	103	89	Magnetic but unbought	0%
11	Epic Games	104	97	103	Magnetic but unbought	7%
12	Square Enix	104	104	96	Magnetic but unbought	0%
13	Riot Games	102	99	99	Category default	0%
14	Bandai Namco Entertainment	92	100	106	Habit, not love	0%
15	CD Projekt Red	104	97	91	Magnetic but unbought	0%
16	Meta Quest	108	89	91	Magnetic but unbought	5%
17	Bethesda Softworks	97	96	90	Magnetic but unbought	5%
18	Epic Games Store	95	85	104	Habit, not love	0%
19	Sega	91	103	97	Quietly trusted	2%
20	Activision Blizzard	92	95	96	Fading	5%
21	Warner Bros. Games	90	96	91	Fading	0%
22	Blizzard Entertainment	90	92	89	Fading	0%
23	Electronic Arts	87	93	94	Fading	10%
24	Innersloth	86	84	100	Habit, not love	0%
25	Ubisoft	84	90	93	Fading	2%
26	Konami	76	86	84	Fading	0%

Indexed against the video games average of 26 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Method & limitations

Every week, each category runs a fixed set of unbranded consumer prompts against ChatGPT, Claude and Gemini. A separate model reads the answers and scores every brand named in them across 16 perception dimensions, 0–10. Those dimensions are grouped into the three Drivers of Desire from the Havas Science of Desire framework, and each brand's driver score is indexed against the average of every scored brand in its category — 100 is the category, 115 is fifteen per cent above it.

This measures how AI assistants describe brands in their answers. It is not a survey of people, and it is not an endorsement: the scores are a reading of machine-generated text at the time of the run, and relationships between drivers and how often a brand is named are correlational. A brand needs at least six scored dimensions in a run to be indexed, and a category needs at least four 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

Accountancy & Consulting edition ▶upset

Accounting Software edition ▶upset

Airlines edition ▶

Broadband edition ▶upset

Business Banking edition ▶

Business Software edition ▶upset

Car Insurance edition ▶upset

Cloud & Web Hosting edition ▶upset

Credit Cards edition ▶

Current Accounts edition ▶

Cybersecurity edition ▶upset

Electric Cars edition ▶

Energy Suppliers edition ▶

Estate Agents edition ▶upset

Everyday Food & Drink Brands edition ▶

Fashion & Clothing edition ▶

Food Delivery edition ▶

Fuel & EV Charging edition ▶upset

Health Insurance edition ▶

Home Improvement edition ▶upset

Home Insurance edition ▶upset

Hotels edition ▶

Household & Cleaning edition ▶

Investment Platforms edition ▶upset

Laptops edition ▶

Legal Services edition ▶upset

Life Insurance edition ▶

Mattresses edition ▶

Mobile Networks edition ▶upset

Mortgages edition ▶

Online Learning edition ▶

OTC Medicines edition ▶upset

Private Healthcare edition ▶upset

Running Shoes edition ▶upset

Skincare edition ▶upset

Smartphones edition ▶upset

Solar & Heat Pumps edition ▶

Streaming Services edition ▶

Supermarkets edition ▶

Video Games edition ▶upset

Method & limitations

Where next