Definition
The polarity score measures the relationship between Love and Dislike/Hate, allowing you to instantly see which foods and flavors are the most polarizing. Items are most polarizing when both of these measures are highest at the same time (where there’s both a high percentage of consumers who love and dislike/hate that item). For example, chocolate is not polarizing because it earns high ‘love it’ ratings and low ‘dislike/hate it’ ratings. Neither is liver because it earns low ‘love it’ ratings and high ‘dislike/hate it’ ratings. These are not polarizing; most consumers agree on their affinity or dislike of these items. By contrast, the closer you come to the middle, where both measures are high, the more polarizing that item is. Take olives, for example - plenty of people love them, but plenty also can’t stand them.
On the 100-point scale, higher scores indicate more polarizing foods and flavors. The polarity score directly reflects percentages – for example, ‘mushroom’ has a polarity score of 99, which indicates that it’s more polarizing than 99% of all other foods and beverages.
Use Case
If you're looking to make a splash or spark conversation around a product, you may want to consider some of the more polarizing foods. This could make for an attention-grabbing new product or Marketing campaign - have the mushroom lovers duke it out with the mushroom haters!
The polarity score also offers an additional layer of validation before launching a new product. If it's high, you'll know that you may risk alienating some consumers, and you might want to dig deeper to understand how many consumers love or hate that item. The polarity score helps give you the context you need to make informed business decisions and avoid any surprises at launch.
Example
Q: What are the most polarizing pizza varieties among Gen Z?
A: Hawaiian (or pineapple) pizza of course!
How to get there:
In Consumer Preferences, click on Analyze next to the search bar.
Choose Visualize.
Click on Polarity.
Click on your filters in blue in the top right corner.
Under Fruits and Veggies, select Fruits. Hit Apply.
View your results!