Why is the Opportunity Score not consistent?

The Opportunity Score is a relative formula that depends on other keywords it is grouped with.

This means the Opportunity Score for a keyword will change, depending on the keywords it is currently grouped with. The Opportunity Score is meant to be dynamic to help you choose the best keyword among the best.

For example, let's use the keyword "market research". When we look up this word in the Keyword Research Tool, it compares this keyword with 506 other related keywords it is grouped with.

Here, the Opportunity Score for "market research" is 41.

Let's select a few keywords related to "market research" and add it to a project in the Planner. (take note of the OS for those keywords as well)

In the Planner, "market research" is now being compared to only 7 other related keywords.

Here, the Opportunity Score for "market research" is 26.

You will also notice that the Opportunity Score for all of the other related keywords have also changed.