"Our biggest challenges were developing an algorithm which optimally combines the data from GPS and the other sensors, and overcoming the issues of using such low-cost sensors in a system withoutany absolute location reference, " said Smithson.
Each of these scores (as for all BrandIndex scores) was calculated individually, with consumers being asked how they felt about a particular brand withoutreference to any other.
Reading the transcript, there appeared to be more of an effort to preach about the science, without even a reference to any proof (scientist, report, etc.).