Lesson 3 (Canada Data): Target Group Personification and Analysis

Now that you have your Target Set in the system, you can begin to analyze, understand and locate your target groups in the market.

Visit our Community's Data Section opens in new window to review the databases you license.

1. Demographic

If you do not license data from the Demographic opens in new window category, you can skip this step.

Run a Highlights - DemoStats - Target Group report

Learn how to run a report that will give you demographic highlights for your Target Groups within an area. Helps answer questions like:

• What is the demographic makeup of my Target Groups?
• In which neighbourhoods are my Target Groups most prominent?

2. Behavioural

If you do not license data from the Behavioural opens in new window category, you can skip this step.

Run a Behavioural Highlights Report

ENVISION offers many different Highlights Reports for different behavioural databases. To see which highlights you have available, type "highlights target group" in the ENVISION search bar at the top of your home screen. This will filter your tools to show the available Highlights Reports.

Determine the behavioural Highlights - Database - Target Group report you wish to run and then follow the Walk-Through below:

Run a Ranking Variables - Target Group Report

Learn how to run a report that will give you a list of variables ranked based on the presence of the Target Groups. It is used to get more detailed information about the demographics and behaviours of the Target Groups.

Available databases will show up in the "Select a Variable" dropdown menu in the tool.

Note: the base variable can often be determined by looking in the Basics category of the chosen database.

3. Psychographic

If you do not license data from the Psychographic opens in new window category, you can skip this step.

Run a Ranking Variables - Target Group Report (for SocialValues opens in new window)

Learn how to run a ranking variables report using the Social Values database to learn about what motivates your Target Groups, as well as what values resonate strongly (or weakly) with them. The results can drive the messaging to your Target Groups.

From the "Select a Variable" dropdown menu in the tool, you will select the SocialValues dataset.

Note: For SocialValues, we recommend using Canada as the benchmark. SocialValues should be evaluated using the resulting index in the report and ranked accordingly.

4. Financial

If you do not license data from the Financial opens in new window category, you can skip this step.

Run a Ranking - Consumption - Target Group Report

Learn how to run a report that ranks consumption variables (e.g., dollars, time, etc.) by Target Group. Different columns are also included, like the amount being consumed per household.

There are two ways this report can be run, which changes the interpretation slightly:

1. Using a consumption variable that is a dollar value
2. Using a consumption variable that is not a dollar value (e.g., hours, cups of coffee, number of magazines, etc.)

If you use a dollar value, then this report provides a column for total dollar values for the Target Group.  It also provides a dollars-per-household measure. 

If you use a non-dollar value variable, then this report still provides a column for total consumption for the Target Group.  It also provides a consumption unit per household measure.

Note: The base variable can often be determined by looking in the Basics category of the chosen database.

Run a Financial Database Target Group Report

ENVISION offers several pre-packaged reports for financial databases depending on your license.

Learn to run a financial database trade area report.

Note: The base variable can often be determined by looking in the Basics category of the chosen database.

5. Location

Run a Ranking Areas - Target Group Report

Learn how to run a report to rank your areas based on the presence of the Target Group in the selected (standard) geography. Helps answer the question:

• Where are my Target Groups found?

Export the Postal Codes of a Target Group

Learn how to export the Postal Codes of your Target Groups in an area with their segment code appended.

6. Download Report Results

Learn how to download and output report dashboards to Excel, PDF, CSV or other file formats.

7. Complete

Congratulations, you now have a full set of reports analyzing your Target Set in the My Results section of ENVISION!

Let's move on to Lesson 4: Presenting and Sharing Target Group Analysis