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Direct answer

Product Share of Voice is your SELF mention occurrences divided by SELF plus DIRECT mention occurrences in the selected scope. Use it to compare observed mention volume against configured direct competitors, not as a measure of the entire market.

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Data required

  • Completed answers for a fixed scope
  • Correct SELF and DIRECT competitor classifications
  • SELF and DIRECT mention-occurrence counts
  • Consistent provider, model, country, language, topic, tag, and period filters
  • Answer text for contextual review

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Workflow

  1. Review competitor relationships and ensure relevant competitors are classified as DIRECT.
  2. In Cockpit > Overview, set the analysis scope and record Share of Voice with its raw occurrence counts.
  3. In Cockpit > Compare, identify which DIRECT competitors contribute most to the denominator.
  4. Apply topic, funnel, or provider filters one at a time to locate concentration.
  5. Read the matching answers in Monitor > Response Analysis to distinguish meaningful recommendations from incidental or repeated mentions.
  6. Compare periods only when competitor classifications and filters are unchanged.

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Interpretation

Share of Voice counts occurrences, not answers or prompts. One answer can contribute more than one occurrence. A higher value means your brand accounts for a larger share of observed SELF and DIRECT mention occurrences in that scope. Do not confuse Share of Voice with Mention Rate. Mention Rate is response-level and uses answers with at least one SELF or DIRECT brand mention as its denominator.

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Possible next actions

  • Test whether a weak topic needs content that answers a specific buyer question with verifiable evidence.
  • Investigate a competitor that gains occurrences on one provider or model.
  • Correct competitor relationships before treating a change as market movement.
  • Track a fixed prompt cohort after a campaign or content change.
These actions test associations; they do not prove that content work will increase Share of Voice.

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Limitations

  • The denominator includes configured SELF and DIRECT relationships, not every possible competitor.
  • Repeated mentions within an answer affect occurrence-level Share of Voice.
  • Mention extraction and aliases may require review.
  • Share of Voice does not indicate sentiment, accuracy, citation, or conversion.