AI answers differently depending on where the person asking is. Ask for the best bank for a first mortgage in London and in Dubai, and you should get different banks. Asked with no location at all, the engines mostly answer as if for someone in the United States. A brand's market is the country its customers are in, and it decides where your questions are asked from.
What setting a market does
- Every check is asked as someone there. A UK brand is measured on what UK customers are told, not on what an American would hear.
- Your questions are written for customers there, in their currency, with the shops and rivals they know.
- Each answer says where it was asked from, so a reading is never ambiguous.
Questions and answers stay in English, whichever market you choose.
Choosing a market
Choose the market on the first step of adding a brand. The available markets are:
| Region | Markets |
|---|---|
| Gulf and Middle East | United Arab Emirates, Saudi Arabia, Qatar, Kuwait, Bahrain, Oman, Egypt, Turkey |
| Europe | United Kingdom, Ireland, France, Germany, Italy, Spain, the Netherlands, Sweden, Switzerland |
| Americas | United States, Canada, Mexico, Brazil |
| Asia-Pacific and Africa | Australia, New Zealand, Singapore, Hong Kong, Japan, India, South Africa |
Global is there for brands that sell everywhere. Remember what it means in practice: with no location given, engines lean towards a US answer.
A default for the workspace
Settings › Workspace has a Default market. Every brand you add afterwards starts there, which saves an agency with a regional roster from choosing the same country each time. Brands you already track keep their own.
Setting a market on a brand you already track
A brand without a market shows a Set a market chip at the top of its page, beside the last update. The market applies from the next check.
Expect a step in your trend on that date. The answers are coming from a different place, so the score may move even though nothing about the brand has changed. It's the measurement getting more accurate, not the brand getting better or worse, and the trend is comparable again from that check onwards.
One brand, one market
A market belongs to the brand: each brand is measured in one country at a time, and every engine is asked from there. Choose the country where winning the answer matters most to you.
Reading a market well
- Compare like with like. A competitor's public profile on Explore may be measured without a location. Your workspace measures your competitors on your own questions, in your market, from the same answers as you, which is the comparison to trust. See competitor tracking.
- Local sources matter more. With a market set, Sources fills with the publications, marketplaces and review sites engines cite for customers in that country. That's your outreach list.
- Check your facts are local too. Prices, availability and product names often differ by country. Make sure your fact sheet states the ones that are true in your market, or correct local answers will be raised as false claims.