Ralph Lauren women's dresses.
Terapeak STR: 91% Reseller STR: 14.2%
Same brand. Same 90-day window. Numbers that do not reconcile.
That gap is not a rounding difference. It is not user error. It is what happens when you run the same market through two different formulas and one of them is a black box you cannot audit.
This week's video breaks down all three STR formulas: Reseller STR, Academic STR, and Terapeak STR, and shows exactly where each one fails. Two of them you can verify with live eBay data right now. One produces numbers that diverge in both directions depending on volume, and you can’t correct for it because you can’t see the formula.
That is the problem BrandScout was built around. Every STR range and velocity score in the app comes from manual research, the same methodology as the spreadsheets in this newsletter, not Terapeak. If the number is in there, it came from verifiable data. If a brand isn't in the database yet, it pulls live sold comps in one click so you're never dead in the water at the rack.
The video also covers the one thing Terapeak can reliably tell you -- the Seasonality Lift. The absolute numbers are not trustworthy, but the ratio between off-season and in-season STR for the same brand runs consistently. That ratio is useful. The video shows how to use it without trusting the underlying number.
The research spreadsheets behind every Green Series video live in this newsletter. If someone forwarded this to you, the signup link is below.
Matt