Lesson 3 (USA 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 to review the databases you license.

1. Demographic

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

i. Run a Ranking Variables - Target Group report (using Household Demographic Profiles)

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

  • What is the demographic makeup of my Target Groups?

Walk-Through (this will open ENVISION and require you to log in)

Run a Ranking Variables - Target Group Report (using Household Demographic Profiles)

How-to-Read (PDF report interpretation guides hosted here on our Community)

How-To-Read a Ranking Variables - Target Group Report

 

2. Behavioral and Financial

If you do not license data from the Behavioral or Financial category, you can skip this step.

ii. Run a Ranking Variables - Target Group Report

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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 behaviors of the Target Groups.

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

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

Walk-Through (this will open ENVISION and require you to log in)

Run a Ranking Variables - Target Group Report

How-to-Read (PDF report interpretation guides hosted here on our Community)

How-To-Read a Ranking Variables - Target Group Report

 

3. Psychographic

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

iii. Run a Ranking - Variables - Target Group Report (for SocialValues)

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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.

 

NB: for SocialValues, we recommend using USA as the benchmark. SocialValues should be evaluated using the resulting index in the report and ranked accordingly.

Walk-Through (this will open ENVISION and require you to log in)

Run a Ranking Variables - Target Group Report (SocialValues)

 

4. Location

iv. Run a Ranking Areas - Target Group Report

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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?

Walk-Through (this will open ENVISION and require you to log in)

Run a Ranking Areas - Target Group Report

How-to-Read (PDF report interpretation guides hosted here on our Community)

How-To-Read a Ranking Areas - Target Group Report

 

v. Export a ZIP+4 list of a Target Group
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Learn how to export a ZIP+4 list of your Target Groups in an area with their segment code appended.

Walk-Through (this will open ENVISION and require you to log in)

Run an Export - ZIP+4 - Target Group Report

 

6. Download Report Results

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

QuickStarts (step-by-step guides hosted here on our Community)

Downloading and Printing a Report Dashboard

 

7. Complete

vii. 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

 

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