The following article contains the How-to-Read technical documents to help you understand the Opticks Powered by Vividata (Gender) dashboard reports.
This data product provides a list of gender-based variables ranked based on the presence within a Target Group, Trade Area, or Customer File. All Opticks Powered by Vividata (Gender) functionality reports reflect the distribution of behavioural variables.
Note: While EA as a company respects all gender identities, the current version of Vividata (Gender) currently only includes male and female genders. Limitations in reporting of other gender identities are primarily related to low sample sizes.
Opticks Powered by Vividata (Gender) - Target Group Report
You can use Opticks Powered by Vividata Gender to rank variables based on the presence within a Target Group. This data is available at the neighbourhood level.
Opticks Powered by Vividata (Gender) - Trade Area Report
Rank variables based on the presence within a Trade Area. This data is available at the neighbourhood level. By separating the female and male behaviours, the data can be used to answer two important questions; which gender is most likely to purchase or partake in an activity, and which female or male group is likely to do it more.
Opticks Powered by Vividata (Gender) - Customers Report
Rank variables based on the presence within a customer file. Personifies PRIZM target groups by gender. Separating male and female data helps to answer two important needs: are men or women more likely to purchase or partake in an activity?