How do I interpret the long file download of a Homescan Profiles - Ranking Variable report?

The long file output of Homescan Profiles - Ranking Variables reports includes fields that aren’t present in the ENVISION dashboard output. Here's how to reconcile and interpret these fields.

ENVISION Dashboard

Screenshot of report in ENVISION

Long File Download

Screenshot of report in Excel

Screenshot of report in Excel

Field Name Reconciliation
Dashboard Field Name Download Field Name Definition
Buyer Hhld Incidence The number of buyer households within the trade area, or target group that bought the variable item.
Buyer % Pen % Incidence Of all buyer households within the customer input, trade area or target group, the buyer % pen is the proportion that bought the variable item relative to the total household count in the trade area. (i.e. Buyer Hhld / Total Households in Trade Area * 100).
Base Buyer Hhld Base Incidence The number of households within the benchmark that bought the variable item.
Base Buyer % Pen Base % Incidence Of all buyer households within the benchmark, the base buyer % pen is the proportion that bought the variable item relative to the total households in the benchmark (i.e. Base Buyer Hhld / Total Households in Benchmark * 100).
Buyer Index Index: % Incidence Measures if the buyer households in the customer input, trade area or target group are more or less likely to buy the variable item when compared to the benchmark. An Index of 100 is average. Indices above 100 are above average or over-represented. Indices below 100 are below average or under-represented.
$ Aggregate $ The total dollar amount spent by buyer households within the trade area, or target group on the variable item.
$/Hhld $/Hhld The average dollar amount spent on the variable item per household within the trade area (i.e. $ / Total Households in Trade Area).
Base $ Base Aggregate $ The total dollar amount spent by buyer households within the benchmark on the variable item.
Base $/Hhld Base $/Hhld The average dollar amount spent on the variable item per household within the benchmark (i.e. Base $ / Total Households in Benchmark).
$/Hhld Index Index: $/Hhld Measures if the $/households is more or less than the Base $/households for the variable item. An Index of 100 is average. Indices above 100 suggest above-average, and indices below 100 suggest below-average spending for the variable item.
$/Buyer Hhld $/Incidence The average dollar amount spent on the variable item per buyer household within the customer input, trade area, or target group.
$/Buyer Hhld Index Index: $/Incidence A measure of comparison of how much each buyer household in the selected input spends on the line item compared to each buyer household in the benchmark. An index of 100 is average.
  Base $/Incidence Measures if the $/buyer households amount is more or less than the Base $/buyer amount for the variable item. An Index of 100 is average. Indices above 100 suggest above-average, and indices below 100 suggest below-average spending for the variable item.