Definition
Mention context is how a brand is characterised in the sentence that names it, recorded as positive, neutral or negative. It is a separate field from whether the brand was named at all.
Why it matters
Mention rate alone cannot distinguish being recommended from being named as the option to avoid. Without context recorded separately, the totals can rise while the commercial effect falls.
How it is used
Judge it from the sentence surrounding the mention, not from the answer as a whole, and report it as its own column rather than folding it into the mention rate.
Related terms
Concepts that only make sense together
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