Markets: who are you comparing yourself with?
Carsten Pohl
A local accountancy firm and a nationwide software brand may both have a score of 40. That does not establish equal visibility. Their scores concern different questions, markets and competitors.
One service, one geographic market
KI Score defines a market as one service within one geographic market. That area can be a city, region or country. Separate services belong in separate markets.
Choose the market to reflect how customers look for the offer. A local business needs different comparison providers from an online retailer delivering nationally. This is a business definition rather than a way to select a favourable rank.
A shared basis within the market
Every brand in a market is measured with the same question set. The market score combines mention rate and position coverage. Citations, tone and technical Readiness do not enter that calculation.
Custom monitoring is separate. Teams can write their own questions and read the answers in detail there. These prompts do not change the market score; the market question set and raw answers remain internal.
A website has a primary market and may have additional markets. Their results remain side by side rather than being averaged into an overall grade.
Reports should therefore place the service and geographic market alongside the number. Without them, the reference point that makes the comparison meaningful is missing.
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