What is a market?

A market combines one service with one geographic region. Within that market, KI Score compares your brand’s visibility with that of your competitors. This article explains what a market is made of, why every brand in it is treated the same way, and how many markets your plan includes.

Service × geographic market

A market consists of exactly one service and exactly one geographic market. Examples are “Sneakers × Germany” for a manufacturer or “Perfume stores × Germany” for a retailer.

The geographic market can be a city, a region, a country, or the DACH region (Germany, Austria, and Switzerland). A market never bundles several services or industries. If you want several services compared, each one belongs in its own market, and each market is measured separately.

On the KI Score page, your market appears in the form “Service · Region”, for example “Sneaker · Deutschland”.

Local, regional, or national

When you set up your market during onboarding, you choose how far it reaches:

• Lokal (Local), if you mainly operate in one place,
• Regional, if you serve a region,
• National, if you sell nationwide.

With Lokal and Regional, you also enter the place or region.

Pick the level at which your customers actually look for your service. A trade business in one city is compared with other providers in that city, while a nationwide online store is compared with brands across the whole country.

Why every brand gets the same questions

Each market has a question set of 10 to 15 questions. KI Score measures every brand in the market with exactly these questions, in the same measurement week. That is what makes the results comparable: differences in the KI Score come from how AI systems answer, not from different questions.

This means:

• Your own monitoring prompts don’t change your KI Score. They belong to your website’s monitoring, not to the market measurement.
• Only the KI Score team can see the question set and the raw answers of the market measurement internally. No customer role has access, including workspace admins.
• The market measurement doesn’t cost any credits.

If several customers use the same market, KI Score measures it only once for all of them, at the highest frequency any of the plans involved requires. On the Essential plan, a market is measured once a month; on the other plans, it is measured weekly.

Primary market and additional markets

Each website has one primary market. In the market profile, it carries the Vergleichsmarkt (comparison market) badge, and its KI Score appears in the sidebar as a number next to the KI-Score entry at the top of the Sichtbarkeit (Visibility) group. You can also select additional markets, for example for a second service or a different region. On the KI Score page, these are labeled Weiterer Markt (additional market). Their values sit alongside the primary market and are not combined with it.

Markets that KI Score already measures, for example because other customers use them, are included from the next regular measurement. A market that has never been measured before is first reviewed and then approved by the KI Score team.

Your market allowance

How many markets you can use depends on your plan. The allowance applies to the whole workspace, not to each website:

If several websites in your workspace use the same combination of service and region, it counts only once. If more markets are selected than your allowance permits, primary markets take priority. For a market outside your allowance, the KI Score page shows the notice Marktkontingent ausgeschöpft (market allowance used up). You get more markets with a larger plan. See the plans page for an overview.