Audience Introduction Report
Analyzing in Resonate, the first report you'll see is the Audience Introduction Report. This report shows insights against one audience at a time. If you have multiple audiences in your analysis, scroll to view the report for your next audience.
The Audience Introduction Report shows the name of the Audience, the baseline, demographic highlights, top personal values, top psychological drivers, top hobbies, and daily routine. This is a curated report that we put together to help better tell a story with the data.
What is this report? The Audience Introduction Report gives you a high-level picture of what your audience looks like and who they are. This report provides light psychographic data in Top Personal Values and Top Psychological Drivers, as well as an idea of your audiences' Daily Routine and Hobbies. Demographic highlights on where your audience over-indexes on various demographic attributes are provided. Look to the Demographics Report for a full demographic breakdown.
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 baseline is the Online Adult Population by default. If you adjust your baseline for that audience, the Audience Introduction Report will update to note the new baseline and show you insights against that new baseline. The type of data contained in the audience is also noted just below the name of the audience, next to the baseline. In this example, our audience is defined of only survey data.
In Demographics Highlights, we are showing the composition for the highest indexing attribute value in a set list of attributes. For example, our "Major Holiday Shoppers" audience over-indexes on being aged 18-24 (for which the composition is 16%) with a Household Income of $50-75K (for which the composition is 21%).
Note that these are not the attribute values with the highest composition for that attribute, but the composition values for the attribute values with the highest index. Learn more about Demographic Highlights here.
Composition and Index Thresholds
The composition and index thresholds in this report are curated and noted per report component. For example, in Top Hobbies, we're showing insights by Index with a minimum composition of 15%.
To export the Audience Introduction Report - click the download icon at the top right of the page. A png per audience in your analysis will be exported, as well as a Glossary that helps further explain the data and metrics used in the report. These exports are designed to be shared, are "presentation-friendly," great for new business pitches, sharing insights with your colleagues, or reports to your boss to make you look good.
You can easily share a png of the report by clicking the blue 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. The glossary will be exported when you choose to export this report.
On the top right of the Audience Introduction 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.