W E L C O M E T O T H E A N A L Y S I S P L A T F O R M

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developed to be more intuitive and quicker to use:

• 3 modes for all levels of expertise • Tab based navigation for rapid access to data• Updated look and feel • This unique interface makes heavy analysis

simple, easy and fast.

Analyse questions by sets of core demographics. A very quick and easy way to generate global or local data

Analyse questions against your target audiences. Tailor to your work by creating custom audiences from over 1500 consumer variables

Crosstab enables exploratory research by looking at the relationship between two sets of variables. You can then split them by demographics

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MAKING SELECTIONS:To make a selection from the question menus, audience selectors or chart filters, you simply click with the left mouse button to turn on or off. You can make multiple selections holding down CTRL and left mouse button

SPLITTING CHARTS BY DEMOGRAPHICS:

1: Click on the circular splitter with right mouse button

2: Choose your demographic from a list

3: View question split by demographic

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1 32EXPORTS:

1: Click on the symbol top right to send to Excel

OR click right mouse button and choose from a menu

2: You will be prompted that a download is taking place. If

3: You will now see an exact representation of data in your chart in Excel

If you want the chart visual we recommend using “Snipping Tool” which built into Windows or “XXXX” on MAC

INTERACTING WITH CHARTS:You can visual filter charts in 3 ways:

1: Click (Left mouse button) and draw a box around the elements you want to view. You can draw multiple boxes by holding down CTRL

2: Click on the elements you want in the key

3: Click on the “OPTIONS” button at the foot of the chart

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CHOOSE A QUESTIONYou can pick a question in 3 ways:

MENU: Use the drop down menu to pick, Category, Sub Category and then Questions. You can pick directly from the questions if you know what you are looking for

SEARCH: Search keywords to find specific questions or data points

EXPLORE: Click on this button to go to a visual question selector. This is particularly useful if you are a new user and you are learning the data set

OPTION CHOICE: Some questions provide a further selection. For example if you look at “ONLINE BEHAVIOUR > ONLINE ACTIONS > TYPES OF SITES VISITED” you will be given the choice to selection the relevant data. In this case you could select just “HAVE VISITED” or combined “HAVE VISITED + HAVE VISITED, BUT NOT IN THE PAST MONTH” – This will give you in effect “EVER VISITED”.

TIP: If your chart shows “100%” an option choice needs to be made

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TAILORING THE QUESTION:

Once you have picked a question you can split it by demographic or interact with the charts visually (see THE CONTROLS)

You can also filter the countries and data period by selecting from the options below the chart

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PICK QUESTION TYPE:

There are four question types that enable you to view the data in different ways. These are selected from the menu bar beneath the chart pane

BAR CHART: Simple view of data with one splitterCOLUMN CHART: The same as bar but in column formatSPIDER: Good for displaying a large number of options on a splitter DATA VIEW: Enables more complex analysis by integrating another splitter. This enables you to combine demographics and is great for the power user

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W UNDERSTANDING THE DATA:

In Demographic and Audience view we offer three variable types:

Percentage: Represented on the visual charts and is simply the % of the demographic who selected the option. For example 43% of 16-24s posted on a forum/BBS in the past month.

Responses: The physical number of people on the survey who selected this response. For example 2202 16-24s posted on a forum/BBS in the past month.

Universe: This our estimate of what the data point translates to in real terms. Some respondents will be worth more in terms of millions, for example a Chinese respondent equates to more users than one from the Netherlands, due to the size of the market. For example 153m 16-24s posted on a forum/BBS in the past month.

UNDERSTANDING FILTERS:

Many questions are not answered by all respondents. The question above on “Social Network Behaviour” is only asked of “Social Network Users”. This impacts how you read the percentage. For example 40% of 16-24s who use a Social Network share news stories

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REORGANISE YOUR DATA VIEW

You can produce exactly the analysis that you require reorganising column and rows

Click on the demographic header. Hold the click until it turns grey with a green bar

GOING FURTHER WITH DEMOGRAPHIC VIEW:

The data view provides further opportunities for developing bespoke analysis:

ADDITIONAL SPLITTER: A second splitter allows you to add a second demographic so you can view age groups and “wave” of data. This enables you to group age and gender or gender and country etc and is a very quick way to generate custom data

Hold down the left button and drag to the top of the sheet

Let go and enjoy your new data view

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EXAMPLE WORK FLOW

PICK QUESTION

CHOOSE VIEW

DEFINE VIEW

ADD ADDITONAL QUESTIONS

EXPORT

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FIRST PICK AUDIENCES

When you first choose “Audience View” you get to pick from existing target audiences that you have defined.

Simply select one, up to eight (CTRL and RIGHT MOUSE BUTTON) and select “USE THESE AUDIENCES”

If this is the first time you have used the system, you will want to create new audiences and fill the “SPARES”. If this is the case, choose “CREATE AUDIENCE”

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DEFINE YOUR CUSTOM AUDIENCE SEGMENTS

1. Firstly choose the areas you want to incorporate into your audience. “LIFE” covers all areas of demographics, professional life and purchasing. “OUTLOOK” covers attitudes, interests and influence. You click the large category box and then smaller boxes to choose groups of variables.

2. In the select variables box, choose the relevant elements to add to your audience. These can be selected with CTRL and RIGHT MOUSE BUTTON

3. As you add elements from different areas your audience will become more detailed. Check the sample size and make sure it doesn’t fall beneath 100 per market you want to cover

4. Now give your audience a name and hit ENTER to save it.

TIP: If you want to compare an audience in multiple countries, create one and split it later on the chart, don’t create 10 here.

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USING THE AUDIENCE BANK

The audience bank enables you to use your creating audiences multiple times without having to build them every time you run an analysis

You can remove an audience by hi-lighting it and clicking “delete selected”

If you are running out of audiences, speak to your account manager about extending your access

BUILD YOUR AUDIENCE BANK1

VIEW QUESTIONS BY AUDIENCE3 BREAK DOWN FURTHER IF REQUIRED4

CHOOSE WHICH ONES TO APPLY2

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CROSSTAB FOR EXPLORATORY ANALYSIS

This mode allows you to identify relationships between any two questions on the survey. If you are new to crosstabs then the output will need a bit of time to understand!

1. Choose the question to go in the “COLUMNS” and then the “ROWS”

2. Select the variables you want to display on the chart (see next page for a description of the variables)

Now the chart will calculate. Due to the millions of variables this can sometimes take a few seconds

3. Filter for relevant markets and waves

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FILTER = GWI.6 + USA

UNDERSTANDING THE OUTPUT

UNIVERSE: RESPONSES:VERT %:HORZ %: INDEX:

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