What is the Audience Comparison Report?
The Audience Comparison Report provides additional demographic and psychographic insights that speak to the why behind a purchase or action, so you can further understand who makes up your audience, and the drivers behind their decisions.
How to use it? Use the insights in this report to inform your market research on an audience, customer segmentation and creative and messaging for advertising. This report also helps identify interesting insight areas where you want to take a deeper look via the Analysis visualizations.
The Audience Comparison report lives under the Reports sub-nav that you'll see when viewing an analysis in the Intelligence Center.
There are 4 sections of the summary view:
1. Audience Demographics - which displays gender, age group and household income for each of the audiences in your analysis.
2. Media Traits - which displays top 3 insights in TV consumption, social media engagement, and hours online per week.
3. Consumer Behaviors - which shows consumer purchase insights, primary influence on purchases, and retailer selection traits.
4. Category Section - which shows insights according to the category that's selected in the drop down. Click on the drop down to change the category you're viewing. You can also use the arrow buttons to navigate through all the categories.
Here are all the categories that appear in the drop-down menu:
CATEGORY SECTION - The section enables you to explore insights by the following categories: Personal Values, Corporate Responsibility characteristics that influence
PERSONAL VALUES: Personal Values that influence decisions.
PRODUCT PREFERENCES: Prefer to purchase products and services with these characteristics.
CORPORATE RESPONSIBILITY: Prefer to purchase products and services from companies that possess these corporate responsibility traits.
ENVIRONMENTAL ACTIONS: Green activities done in the past 12 months.
CONSUMER ENGAGEMENT: Activities related to shopping for, purchasing, and using products and services done in the last 12 months.
SHOPPING BEHAVIORS: Shopping activities done regularly.
AGE/GENDER/CHILDREN: Age Group, Gender, and Number of Children Under 18.
HOUSEHOLD INCOME: Annual Household Income
HEALTH AND PHARMA: Health management, relationship with doctor and treatment of health issues.
HOBBIES: Hobbies done in the last 12 months.
MEDIA: Hours Spent online each week, Social Media Engagement Hierarchy (see above), TV Consumption insights.
SOCIAL MEDIA ENGAGEMENT: Social Media regular activities and social media network membership.
ENGAGEMENT ACTIVITIES: Activities done in the past year because of an important societal or political issue.
ENGAGEMENT ISSUE AREAS: Most concerned with these public policy issue areas in the last four years.
POLITICAL & VOTING BEHAVIORS: Fiscal and Social Ideology, Political Party identification, and Voting Pattern
MOBILE APP USAGE: Mobile Apps used within the past 2 weeks.
SOCIETAL & CHARITABLE ISSUES: Most important societal or charitable concerns.
To export - click the download icon at the top right of the page. A pdf for your analysis will be exported.
You can easily share a png of the report by clicking the share icon at the top right of the report.
For more information on the data and metrics used in the report, click the i icon at the top of the report to view the Report Glossary.
On the top right of the report are arrow buttons. Click them to flip to the next report that's in the Report sub-nav. You can also use the arrow keys on your keyboard - perhaps our favorite feature yet! Especially as we add more reports, this will make it even easier to tell a story with your data.