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In this example we are looking for consumers who meet multiple demographic criteria. The Coding Box is key for combining demographic variables to create a targeted consumer group.
We want to find the number of Men & Women ages 18-34 who drink Gatorade, Powerade, or other brands of sports drinks. We will have to build our target demographic groups since OneView doesn't create them by default.
- In the Dictionary Window (below the Search button), click on the arrow next to Lifestyle Demographics to expand the folder.
- Expand Demographics (Personal Info).
- Click on Gender.
- Click on Male and drag it down to the Coding Box. It will appear in green.
- Click on the AND button above the Coding Box. This will add AND in red after Male.
- Click on Age in the Dictionary Window above.
- In the Answer Window, scroll down to find the 18-34 option.
- Click and drag 18-34 to the Coding Box. It will appear in green after the AND.
- In the Name box, click after the word MALE and add 18-34. This will create the appropriate label in your report.
- Click the Move to Rows button.
- Repeat steps 3-10 for Females.
- For the product data, return to the Dictionary Window and scroll down to find Beverages (non-alcoholic). Click the arrow to expand.
- Scroll to find Thirst Quencher and Sports/Activ Drinks. Click the arrow to expand.
- Click Thirst Quencher/Activ Drinks - Brands Most Used to display the brands in the Answer Window.
- Hold down the CTRL key on the keyboard and click on Gatorade, Powerade and Other Brands to select all three.
- Drag the selected brands to the Columns Box.
- Click the Run Crosstab button at the top to run the report.
Interpreting the Results
From the results, you can see the following:
Many of the percentages and totals will not add up to 100%. We are only looking at the age group of 18-34, not the entire universe of sports drinks brands most used users. Also, we are only looking at 3 of the brands, not all of the possible answers for the question. The total numbers in the top left are for the entire universe of sports drink users.
- A little over half of the men ages 18-34 drink Gatorade as their brand most used (50.5% - Horizontal %).
- Of the women ages 18-34, 35.7% drink Gatorade most often and 16% drink Powerade most often. (Horizontal %)
- Only 4.98% of women ages 18-34 drink other brands of sports drinks most often.
- Of the Gatorade drinkers who use it most often, 25.3% are men ages 18-34 and 17.4% are women ages 18-34. (Vertical %)
- Men ages 18-34 are more likely to drink Powerade (Index = 202) than Gatorade (Index = 172). They are more likely to drink sports drinks than women ages 18-34. The women's index numbers are lower.
- Women ages 18-34 are more likely to drink sports drinks than average, with a slight preference for Powerade (Index = 125) over Gatorade (Index = 122).
- This sample covers 12,000 respondents. The Weighted number estimates if everyone in the U.S. took the survey there would be 225,543,000 people who answered the question. Of those people, 66,111,000 would choose Gatorade most often, 29,040,000 would choose Powerade most often and 9,687,000 would choose some other brand of sports drink most often.
Sample: The number of people surveyed who meet both the column & row criteria.
Weighted: The projected number of adults (18+) in the US who meet both the column & row criteria. Expressed in thousands.
Vert%: Percentage of the column category that matches/agrees with/uses the row category. NOTE: If you place brands in columns, use the Vert% to compare different brands on the % of their business coming from the categories shown in the rows.
Horz%: Percentage of the row category that matches/agrees with/uses the column category.
Index: The likelihood of a target to meet a specified criteria, expressed in relation to the base of 100. Used to show how likely a consumer is to use a product, agree with a statement, etc. Numbers above 100 show MORE likely to use, buy, eat or wear something. Less than 100 shows LESS likely to do something.
* means projections are relatively unstable and should be used with caution.
** means results are from fewer than 30 respondents and are not be considered authoritative.