Understanding the insight data
Each insight will have two values; index and composition.
Index expresses how more or less likely your specific audience is to possess a trait or attribute as compared to the online adult population, with 100 representing average. Any attribute indexing at higher than 100 is unique to your audience; if it is below 100, that attribute is less present among your audience than the average adult online.
For example, if the attribute value "As a Treat" has an index of 132 for "Breakfast & Beverage Top Reasons for Visiting," your audience is 32% more likely than the average individual online to visit these places to treat themselves to coffee and donuts.
Tip: As a guideline, we look for attributes with an index of 120 or above to identify attributes that are unique and meaningful to the audience.
On the other hand, if the results for "Easy Return Policy" as a Retailer Selection Trait has an Index of 78, your audience is 22% less likely than the average individual online to select a retailer based on the ease of its return policy.
Tip: As a guideline, we look for attributes with an index of 80 or below to identify attributes that are not important or distinctive about the audience.
Percent composition is the distribution or proportion of those in a specific audience who have that specific trait.
For example, when the attribute value "As a Treat" has a composition of 33% for "Breakfast & Beverage Top Reasons for Visiting," it means that 33% of your specific audience visits coffee or donut shops as a special treat or reward.
Looking for more? Read The Definitive Guide on Understanding Index and Composition