In this article, you'll find information to help interpret your Ranking Areas reports in ENVISION, including definitions for report headers and examples of their meaning.
ENVISION users can access this information without leaving the platform by clicking the "How to Read" button at the top-right corner of their reports.
Note: Our standard ENVISION tools, like those described below, can be used with any database you license, such as DemoStats, SocialValues, HouseholdSpend, WealthScapes, etc. In some cases, the report outputs described here may need additional interpretation to apply to your databases. Our Support team opens in new window is here to help if any questions arise.
This report provides a list of areas ranked based on their presence within a Target Group. It is helpful in identifying geographic areas that resonate with specific Target Groups.
Count: The number of people or households in the listed geography in the Target Group.
%: The percentage of the total population or households in the listed geography in the Target Group.
Base Count: The count of total population, total households, or other base living in the listed geography. The variable or database selected for ranking determines the Base Count variable.
Base %: ((Base Count / Base Total Count) *100) The percentage of total population, total households or other base who live in the listed geography.
% Pen: Of all people or households in the base area, % Pen is the proportion in the Target Group.
Index: Measures if the households in the geography are more or less likely to align with the Target Group compared to the total population or households in the same geography. An Index of 100 is average. Indices above 100 are above average or over-represented. Indices below 100 are below average or under-represented.
In our example, 0.18% represents the estimated proportion of the Diverse Families Target Group in Kingston, ON. With an Index value of 6, households within this Target Group are not likely to be found in Kingston when compared to the Benchmark of Ontario.
This report lists the number of customers you have within chosen geographies. It is a preliminary report used to understand where your customers are coming from.
Code: Refers to the numbers given to Standard Geographic Areas by Statistics Canada. The smaller the number, the larger the Area. For example, Canada’s code is 1. Quebec’s code is 24. Montréal Census Metropolitan Area’s code is 462. Montréal Census Subdivision’s code is 2466023.
Count: The number of customer postal codes found in the listed geography.
%: (Count/Total Count * 100) The percentage of the total customer file living in the listed geography.
Base Count: The total population living in the listed geography.
Base %: ((Base Count / Base Total Count) *100) The percentage of total population in the benchmark found in that listed geography.
% Pen: (Count/Base Count * 100) Of all people or households in the listed geography, % Pen is the proportion found in the customer file neighbourhoods.
Index: (% /Base % *100) Measures whether the presence of customers in the listed geography is overrepresented or underrepresented compared to benchmark (average = 100).
In our example, 3,219 customer postal codes are found in the Toronto CMA. This is 89.59% of all our customers in our selected Benchmark (Ontario). Our customers in the Toronto CMA represent a market penetration rate of only 0.05%. With an Index of 269, our customers are overrepresented in the Toronto CMA compared to the average market penetration across Ontario.
This report provides information about the geographic areas that resonate with a single variable. It indicates the population or households that are more or less likely to exhibit a certain behaviour compared to the market.
Code: Refers to the numeric code assigned to Standard Geographic Areas by Statistics Canada. The smaller the number, the larger the Area. For example, Canada’s code is 1. Quebec’s code is 24. Montréal Census Metropolitan Area’s code is 462. Montréal Census Subdivision’s code is 2466023.
Count: The number of people or households in the listed geography who exhibit that behaviour.
%: The percentage of the total population or households in the listed geography who exhibit that behaviour.
Base Count: The count of total population, total households, or other base living in the listed geography. The variable or database selected for ranking determines the Base Count variable.
Base %: The percentage of total population, total households or other base in the benchmark found in that listed geography.
% Pen: The proportion of all people or households in the listed geography who exhibit the behaviour is % Pen.
Index: Measures whether the households in the geography are more or less likely to exhibit a behaviour compared to the total population or households in the same geography. An Index of 100 is average. Indices above 100 are above average or overrepresented. Indices below 100 are below average or underrepresented.
In the example, 1.44% of the household population 15+ in the Kingston CMA work in Health Occupations. With an Index value of 161, the household population 15+ in Kingston is 61% more likely to work in Health Occupations than the Benchmark of Ontario.
This report helps answer the questions: How do my Trade Areas behave based on a single consumption variable? Which areas are more likely to exhibit a certain behaviour based on a consumption variable?
Code: Refers to the numeric code assigned to Standard Geographic Areas by Statistics Canada. The smaller the number, the larger the Area. For example, Canada’s code is 1. Quebec’s code is 24. Montréal Census Metropolitan Area’s code is 462. Montréal Census Subdivision’s code is 2466023.
Aggregate Value: The total amount of the consumption variable of interest.
Aggregate %: ((Aggregate Value ÷ Total Aggregate Value) * 100) The percentage of the Aggregate Value attributed to the consumption variable of interest in that geography.
Average Value: (Aggregate Value ÷ Base Count) The average amount of the consumption variable per item being counted in the Base Count.
Base Count: The count of total population, total households, or other base living in the chosen geography. The variable or database selected for ranking determines the Base Count variable.
Base %: ((Base Count / Base Total Count) *100) The percentage of total population, total households or other base in the benchmark found in the chosen geography.
Index: Measures whether the households in the listed geography are more or less likely to consume the variable compared to the benchmark. An Index of 100 is average. Indices above 100 are above average or overrepresented. Indices below 100 are below average or underrepresented.
In this example, Sarnia, Ontario has spent $15,694,374 on Hair care products, an average value of $353.72 per household. This represents 0.69% of the spending on Hair care products in Ontario. An index value of 154 indicates that Sarnia is 54% above average in terms of the proportion of spending on hair care products per household compared to the proportion of households in Ontario.