This is what one page of a competitive monitor looks like when three methods feed it. Social listening reads what people post publicly and flags change early. A competitive sweep records what is on the shelf, in stores and online, at what price. A purchase diary asks real buyers what they bought, what they almost bought, and why. Every number says which method it came from and whether it was measured or modeled.
Halvard price index
100+0.6%
Held four waves. Category fell 6.8%.
Share of purchase
24%
Second to Brightwell at 29%.
Halvard SKUs
140
Flat 18 mo. Norvik 9 to 17.
Channel depth
4.1#1
Retailers per SKU. Set avg 3.0.
Share of voice
18%−4
Brightwell 31%, Norvik rising.
Review rating
4.3avg
Heat-up time is the top complaint.
The headline
Best on the shelf,
quiet in the feed
Halvard has the deepest distribution and the steadiest price in the set [sweep, measured], yet its share of voice fell four points this quarter while Norvik's doubled [listening, modeled]. The diary says why: buyers who considered Halvard and chose Norvik named heat-up time and a smaller footprint, not price [diary, measured].
Brand watch · Q3 2026
Average shelf price · 6 waves Measured
SKU count by brand Measured
Monthly mentions Modeled
Sweep · channel coverage movers Measured
Norvik Air 2 went from one retailer to six. Celera Flex lost three.
Diary · where buyers got information Measured
The online marketplace is a research stop before it is a checkout. Video reviews outrank friends and family.
Triangulation
| Method | Speed | Tells you |
|---|---|---|
| Listening | Weeks ahead | Something is changing |
| Sweep | Days | What the competitor did |
| Diary | Months | Why it worked |
Where two methods disagree is usually the most useful finding on the page.
Watch list · next quarter
Open question this quarter
Listening says: quiet
Pinecrest has almost no conversation and no launches in its own news feed for nine months.
Sweep says: expanding
Pinecrest added four SKUs and dropped none, and moved into two new retailers.
Either a brand fading from conversation while holding the shelf, or one about to launch into space it already secured. Opposite implications. The diary settles it by showing whether Pinecrest starts appearing on shortlists.
A competitive sweep is a structured walk of the shelf: every tracked model, at every tracked retailer, in stores and online, recorded on the same day each wave. Price, list price, promotion, stock and claims. Measured, not modeled.
Tracked SKUs
84
6 brands, 7 retailers
New this wave
6
4 Norvik, 2 Pinecrest
On promotion
38%
of SKUs, sweep day
Price spread above 40%
9
same SKU, cheapest vs priciest retailer
Brand movement · 18 months Measured
| Brand | SKUs then | SKUs now | Added | Dropped | Retailers per SKU |
|---|
Halvard is the only brand that did not add a model. It also has the deepest distribution per SKU.
Channel coverage movers · last 6 months Measured
The bar is the change in the number of retailers carrying that model between waves.
Shelf summary · sweep day Measured
| Brand | Model | Price | List | Discount | Promo months / 12 | In stock | Spread | Status |
|---|
Retailer spread Measured
| Model | Low | High | Spread |
|---|---|---|---|
| Celera Flex | $179 | $299 | 67% |
| Duvo Max | $149 | $229 | 54% |
| Brightwell V9 | $399 | $549 | 38% |
| Halvard Barista 7 | $329 | $379 | 15% |
An average hides the range. The range is the number that tells you who is discounting.
Months on promotion · last 12 Modeled
A model on promotion eight months of twelve has a list price nobody pays.
Exceptions this wave
A purchase diary follows a few dozen to a few hundred real buyers in the category. Each one logs a purchase when it happens, photographs the receipt, and answers a short follow-up: what else they considered, what came second, and why it lost. AI-moderated follow-up interviews make this far cheaper and faster than it used to be.
Purchases logged
212
this quarter
Halvard share
24%
of logged purchases
Halvard considered
51%
on the shortlist
Avg price paid
$286
receipt-verified
Halvard retention
64%
Halvard replaced by Halvard
Lost to Norvik
38%
of Halvard shortlist losses
Considered vs bought Measured
Halvard converts half its shortlist. Norvik converts more than two thirds.
Reason ranked first Measured
Price is rarely the first reason. It works as a gate, not a driver.
Where they bought Measured
More than half of purchases involved no store visit.
Why the runner-up lost Measured
The question a closed-list tracker cannot answer: not what was considered, but why each shortlisted model lost.
Sample logged purchase Illustrative
Diarist 118 · Bought: Norvik Air 2 · logged 2 days after purchase
"I had the Halvard in my cart. The reviews kept saying it takes forever to heat up in the morning, and the Norvik was half the width on the counter. Same price, so I switched."AI-moderated follow-up, 4 minutes
Probe: what would Halvard have needed to keep the sale?
Social listening is software that reads what people post publicly about a category, including reviews, social posts, videos and forums, and counts what is being said and how it changes. It is the earliest signal and the least precise. Use it to spot movement, then confirm it with the sweep and explain it with the diary.
Category mentions
41k
per month, filtered
Halvard share of voice
18%
down 4 points
Net sentiment
+22
−100 to +100, use as a trend only
Products seen in photos
3.1k
no brand named in the text
Share of voice by brand Modeled
What people talk about Modeled
| Theme | Share | Who it helps |
|---|---|---|
| Heat-up time vs claimed | 24% | Norvik |
| Counter footprint | 17% | Norvik |
| Milk frothing quality | 15% | Brightwell, Halvard |
| Grind consistency | 14% | Halvard |
| Cleaning and descaling | 11% | Duvo |
| Replacement parts and service | 9% | Halvard |
Halvard owns the grind and parts conversation. It is losing the heat-up one.
Monthly mentions and events Modeled
Spikes line up with launches and one viral review video in June. Volume is event-driven, not steady.
What social listening cannot do