Definition
Whether a company leads its category's answers by a clear margin (leader) or does not (challenger). The report's opening reads differently for each.
In the report
Leader or challenger, decided from share of voice: a leader has at least 1.5 times the next company's share. The report's opening paragraph is written for the posture, and a leader's fixes are about defending the questions it is absent from rather than catching up.
How to move it
A challenger's path is the gap table, top to bottom. A leader's is the engines it is missing on and the comparison questions it loses.
See posture measured on your site
Your website, region and work email. The score appears in about three minutes, and the report is a link you keep.