Measurement and Flash Study Data

You can use the Audience Crosstab to measure how your Flash Study audiences compare against your personas.  Stack Flash Study audiences against audiences to measure what percentage of your Flash Study audiences overlap with your personas. Keep in mind that you cannot save Flash Study data in audiences to include in the rows for Audience Crosstab. 

Let's say our Flash Study yielded three audiences of Single Male Millennials who enjoy different types of vacations. We will add these three audiences to our analysis: Single Millennial Males - Casino, Single Millennial Males - Golf & Sports and Single Millennial Males - Luxury. We will add three of our personas as audiences to the analysis: Extended Family Vacationers, Millennial Honeymooners and Traveling Young Professionals. In the Audience Crosstab table, we can see what percentage of our Flash Study Audiences match our selected personas.

The Index numbers tell us that our Traveling Young Professionals persona is the most similar to our Flash Survey audiences, with the Indexes all above 100. On the other hand, Extended Family Vacationers and Millennial Honeymooners are indexing below 100, which is expected because people in those personas are the opposite of being single. Looking at the Composition numbers, we can tell that Traveling Young Professionals have the most overlap (79% percent) with our Flash Study audience that enjoys visiting casinos on vacation and over a quarter them match our Golf & Spa vacationers.