In this article, you'll find information to help interpret your ShopperChoice Highlights reports in ENVISION, definitions for report headers, and examples of what these mean.
ENVISION users can access this information without leaving the platform by clicking the "How to Read" button located at the top-right corner of their reports.
This report lists behavioural variables ranked based on their presence within a trade area, target group, or customer file. Depending on the type of input you use (trade area, target group, or customer), you may not see all of the fields below.
Count: The number of households in the selected input that exhibit that behaviour.
%: (Count/Total Count * 100) The percentage of households in the selected input that exhibit that behaviour.
Base Count: The number of households in the benchmark who exhibit that behaviour.
Base %: (Base Count/Base Total Count * 100) The percentage of households in the benchmark that exhibit that behaviour.
% Pen: (Count/Base Count * 100) Of all households who exhibit that behaviour in the base area, % Pen is the proportion found in the selected input.
Index: (% /Base % *100) Measures if the households in the selected input are more or less likely to exhibit that behaviour compared to the benchmark (average = 100).
For example, 17.21% of the households in Kingston, ON, have purchased food and beverages both in physical stores and online in the past six months. Comparatively, 15.31% of households in the benchmark of Canada have done the same. With an Index value of 112, households in Kingston are 12% more likely to have purchased food and beverages both in physical stores and online in the past six months compared to households in the benchmark of Canada.