Energy drinksBetter-for-you soda and sparkling waterOutdoor apparel
Nearness is mutual affinity between the two audiences in Qloo. The layout is a projection and the distances are approximate; the numbers are in the table. Lines join each brand to its nearest audience and every pair at 0.95 or more; thicker is closer. Bigger dots are better known (Qloo popularity).
1 Marmot
Click two brands to compare their audiences.
| Brand | Closest audiences (mutual affinity) |
|---|---|
| Patagonia | REI 0.97, The North Face 0.96, Arc'teryx 0.94 |
| The North Face | Arc'teryx 0.96, Patagonia 0.96, REI 0.92 |
| Arc'teryx | The North Face 0.96, Marmot 0.95, Patagonia 0.94 |
| Columbia | The North Face 0.92, REI 0.91, Arc'teryx 0.91 |
| REI | Patagonia 0.97, Cotopaxi 0.93, L.L.Bean 0.93 |
| Cotopaxi | REI 0.93, Marmot 0.93, Patagonia 0.92 |
| Outdoor Voices | Cotopaxi 0.88, Vuori 0.86, L.L.Bean 0.85 |
| Marmot | Arc'teryx 0.95, REI 0.93, Patagonia 0.93 |
| Fjällräven | Patagonia 0.92, The North Face 0.91, REI 0.90 |
| Carhartt | The North Face 0.92, Arc'teryx 0.88, Columbia 0.87 |
| L.L.Bean | REI 0.93, Patagonia 0.92, Cotopaxi 0.90 |
| Vuori | Cotopaxi 0.90, L.L.Bean 0.87, Patagonia 0.87 |
Each brand but the last was scored against all the others in one Qloo call (11 calls, cached). Same-type affinity in Qloo is symmetric, so where a pair has two readings (one from each call) its number is their mean. Distance is 1 minus affinity, projected to two dimensions by classical multidimensional scaling in code; no model is involved. Projection stress 0.24 (0 would be exact). Qloo's fallback values are never used.