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The geometric mean is a way of aggregating several scores by multiplying their values and then taking the root. Unlike the ordinary average, a zero on a single dimension causes the overall result to collapse: you cannot offset a weakness with a strength.
Definition
The geometric mean of three scores P, I and Q is calculated as (P × I × Q)^(1/3). It is the heart of the AGS calculation: the three dimensions are multiplied, not added.
Why this choice?
With an ordinary (additive) average, a brand absent from the answers but described in flattering terms could still earn a decent score. The geometric mean rules this out: if one dimension falls to zero, the total score collapses. In practice, you cannot offset a lack of presence with good sentiment. It is also far harder to inflate artificially.
An honest score
This mechanism makes the score more demanding and truer to reality. It is rounded out by a confidence interval that expresses the uncertainty of the measurement. Full details on the AGS methodology.
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