In this article, you'll find information to help interpret your SocialValues Ranking Variables - Target Group report in ENVISION; definitions for report headers and examples of what these mean.
This report provides a list of SocialValues variables ranked based on their weight within a Target Group, to help you identify social values that resonate with specific Target Groups. Refer to our SocialValues Glossary opens in new window for definitions of each value.
ENVISION users can find this information without leaving the platform by clicking the "How to Read" button in the top-right corner of your reports.
Count: The projected count of the population or households in the Target Group who align with that SocialValue. Used only for Index calculation and not to be taken to mean "this many people think this."
%: (Count/Total Count * 100) The projected percentage of the population or households in the Target Group that align with that SocialValue. Used only for Index calculation and not to be taken to mean "this percentage of people think this."
Base Count: The projected count of the population or households in the benchmark who align with that SocialValue. Used only for Index calculation and not to be taken to mean "this many people think this."
Base %: (Base Count/Base Total Count * 100 ) The percentage of population or households in the benchmark who align with that SocialValue. Used only for Index calculation and not to be taken to mean "this percentage of people think this."
% Pen: (Count/Base Count * 100) Of all projected population or households who align with that SocialValue in the base area, % Pen is the proportion found in the Target Group.
Index: (% /Base % *100) Measures if the population or households in the Target Group are more or less likely to align with that SocialValue compared to the benchmark. Indices above 100 are above average or over-represented. Indices below 100 are below average or under-represented. The index is the critical measure for understanding SocialValues trends in your target populations and should be your only consideration for analysis.
For this report, the Index value should be used to analyze the presence of the SocialValue among the Target Group. Click on the column heading "Index" to sort the dashboard in ascending or descending order. High Index values indicate the Target Group strongly resonates with the associated SocialValue.
For example, the “Effort Toward Health” value scores 21% above average (Index = 121). We can infer that the Group 1 Target Group that resides in the benchmark of Ontario has a stronger tendency to focus on diet, exercise and healthy living to feel better and have a healthy, wholesome lifestyle; a willingness to transform one’s lifestyle through exercise and radical changes to diet.
Try to incorporate high Indices in your messaging and creative pieces to your customers. Consider low Indices to help avoid messaging or creative themes that may not resonate with your Target Group.