Red text: Denotes a sample size that consists of less than 50 respondents. Data is unreliable and unusable.
Proj’000: Projected owners/consumers of the product category.
% Detail: The Percent of people with a certain characteristic that consume or own a product. Example: of everyone (18+) who has consumed seltzer in the past 6 months, 54.69 of them are women. The percent is calculated by dividing Proj ’000 in the row by the total ’000 value in the base column.
% Target: The number of users that have a given characteristic, as a percentage of seltzer consumers. For example, of the total population of women (18+), 69.17% have consumed seltzer in the past 6 months. The percent is calculated by dividing the Proj ’000 value in the row by the Proj ’000 value in the base row.
Index: The Index baseline=100. Numbers greater than 100 are more likely to be owners than the general population. Numbers less than 100 are less likely to be owners than the general population. The index is calculated by dividing the Target percent in the row by by the Target percent in the base row.
Index Number - As a general rule you should begin by examining the index number. A high index number indicates a important characteristic of your target demographic or media outlet.
% Detail - This figure provides information about the demographic composition of your product's consumers. A high % Detail is important to understanding the scope of a product's reach.
% Target - Reveals a lot about the behavior of a specific demographic OR the composition of a media audience (as media are also listed in the Target column). A relatively high %Target associated with a media outlet is important information for the Media Planner.
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