Using the Scatter Plot

The scatter plot shows how insights correspond to each other for the various audiences you're analyzing on an index vs composition graph.  The scatter plot is great for identifying outliers - insights that your audience either really really cares about, or really doesn't care about.

Each plot point on the graph has a corresponding insight card on the right panel that shows data for index and composition.

The Graph

X-Axis - The X-axis of the graph is composition and measures what percentage of people in that audience have that particular attribute. The percentage begins at zero and increases as you move from left to right. So the further to the right an attribute is, the more frequently it is considered prevalent to people in this audience.

Y-Axis - The Y-axis of the graph is index and reflects the importance of each attribute relative to all other attributes. The line bisecting the y-axis indexes at 100: anything above the line means it’s of greater importance to people in that audience. Anything below the lines means it’s less important.

Interpreting the Quadrants 

• Upper left quadrant: these attributes are very pronounced in your audience but not a lot of people have them.  This is the long tail.  
• Bottom left quadrant: The bottom left quadrant signals attributes that are not prevalent in your group, and also not prevalent in most groups.  
• Upper right quadrant: Attributes that fall into this quadrant are both important to the majority of people within the audience, and very prevalent to your audience. These are the golden nugget insights that you'll want to make sure you're aware of and capitalizing on if your'e not already. 
• Lower right quadrant: Attributes that fall in this quadrant are prevalent in your group but not very distinguishing.  Take health care or car insurance - a lot of people have it, but that doesn't make them special.