In the Index column, a yellow line indicates an Index number falls between 90-110. Projections are likely unstable, use with caution. ** a double asterisk indicates a cell count below 31. Projections may be unstable, use with caution * a single asterisk indicates a cell count from 31 to 60. Over 100 is more likely, under 100 less likely, to meet the specification. If the index is close to 100, it shows that usage is not much different than the rest of the population. Index = The likelihood of the target to meet a specified criterion, expressed in relation to the base, where 100 = average.Percentage of the row reached by the column. To bring convenience to consumers daily lives, brands use data to gain consumer insights and provide tailored offerings to them. Horz % = Horizontal % or Percent Across.Percentage of the column reached by the row. Add three zeros (000) to the end of the number. It has become extremely commonplace today, to use these terms interchangeably without really understanding them. Weighted = projected number in thousands (000) to represent a larger population.Insight can be defined as an understanding of the. Sample = the number of respondents to the survey who meet the specifications of both the Row and the Column. The term insight has been used to describe and define various cognitive functions and mental processes.Total = total number of people 18+ who took the survey.
Indicates household use, not individual use. Primary User = Product usage coding designation used when more than one brand is recorded.Sole User = Product usage coding designation used when only one brand is recorded.Consumer used this brand, but it was not their most used brand. Insights may also simply improve the organization’s understanding of what drives its performance in the marketplace. Consumer selected this brand as most often used. A customer insight platform is defined as an online tool or a forum created for businesses to enable them to have 2-way communication with their customers.
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