FAQ - Coronavirus/Recent Events Attributes - Flash vs USCS

With our recent releases, we now have Coronavirus Attributes from our Flash Study as well as from our United States Consumer Study. 

What’s the difference between the Coronavirus/Recent Events Flash Study Attributes (found in Additional Data) the Coronavirus United States Consumer Study Attributes (found in Resonate Elements)? 

You can think of our survey research around Coronavirus & Recent Events in Good, Better, Best format. 

• Good (Early Insights PDFs) 
• Better (Coronavirus/Recent Events Flash Study Attributes – Waves 18, 19, etc) 
• Best (Coronavirus/Recent Events Resonate Elements - USCS Attributes) 

When should I use which? 

Use Coronavirus/Recent Events Flash Study Attributes when... 

• You want to compare an attribute between waves.  You’re able to understand attitudes and behaviors around Coronavirus for a point in time (as represented by a single week when the Flash Study was fielded), as well as across time (by comparing the same Flash Attribute that was asked in both waves).  

Use the latest Coronavirus/Recent Events Flash Study Wave 2 Attributes when...

• You need the latest insights into consumer attitudes and behaviors during a specific time.   

Use Coronavirus Resonate Elements Attributes when...  

• When you want to view Coronavirus data as insights against your audiences and digital footprint. With the audience or tag that you want to analyze in your analysis, go to Intelligence Center and in the Select Insights filter, choose the Coronavirus insights you’d like to understand. 

For example, view insights around Personal Finances Affected Due to Coronavirus for people visiting the shop pages on your website.

Both are reportable…what are the differences in the reporting methodology? 

• Coronavirus Flash Attributes are defined by an audience’s specific responses to questions and are then modeled based on the behavioral similarity of the audience's online behavior.  
• Flash Attributes are created on an attribute by attribute basis to ensure that the modeling output is highly reflective of the collected survey data as it is modeled to all devices within our modeling footprint (correlated to the US AOP) based on Resonate's industry-leading mean modeling accuracy of 80%. Learn more about Flash Attribute modeling methodology. 
• Coronavirus Resonate Elements Attributes are all based explicitly on projected survey respondent data that represents the US AOP (as understood in the United States Consumer Study survey time-window of 1/28 – 3/29) and is fully weighted across all our weighting parameters and then projected to represent the US Adult Online Population (AOP). Learn more about USCS methodology. 

Will the data from the Flash Study and the United States Consumer Study “match up” if I compare two similar attributes? 

You may notice a few differences if you compare the Flash Attributes to the USCS Attributes.  They are directionally consistent but not the same since the reporting methodology is different. 

Will waves ever be removed from the platform?

To ensure that you always have access to the most relevant and fresh data, we enable insights from Recent Events Flash Waves into our United States Consumer Study. 45 days after we introduce insights into the USCS, we will retire those insights from Segmentation Center - Additional Data -Recent Events. You will then access those same insights from Segmentation Center – Resonate Elements – Coronavirus with additional capabilities.