Profiles

How Profiles work

Since the Activate It and Amplify suites use a Representative Audience, they also include a Profiles feature. Profiles allow you to filter your survey results by pre-grouping segments into a single click. For example, a Profile might be “All adults under 55”.

When you select a Profile, it filters the entire dataset using the chosen demographics. So if you choose a profile for males, Reporting shows a norm based on all male respondents. 

Profiles and the norms they reference are tied to the category. A profile created for "Beer" could not be applied to "Spirits". If you want to analyze multiple categories, you will need to test consistently in each category to create a separate profile for each.


The different types of Profiles

There are two types of profiles used by the Zappi platform:

  • Global Profiles
  • Custom Profiles

Global Profiles

Global Profiles are available to all customers and use basic demographic filters like age, gender, and region.

  • Global Profiles are not constrained by category. Zappi offers them as a standard to cut respondents by age and gender.
  • Although Global Profiles cover a broad scope of data, they can give you more flexibility. You can curate a norm scope on top of a Global Profile so you can zoom in on the data you want.

By default, a Global Profile compares against all studies in our database which fit the norm definition. To only analyse your own data, load a global profile with a Client norm.

For example, in Charts and Crosstab, if you want to compare results from all older midlifers, you can select the corresponding global profile.

The original norm includes respondents from all studies within the ‘United States + Food’ database If you choose another norm, it will refresh to include the different selection of respondents. In the example, we chose the ‘ACME + United States + Food’ norm which will include only data within your own domain. You can see the change in norm applied to the label on the study.

Full list of Global Profiles:

    • Adults Under 25
    • Adults Under 36
    • Adults Under 45
    • Adults Under 55
    • All Midlifers 35 +
    • All Older Midlifers 45 +
    • All Over 55
    • Male
    • Male Under 25
    • Male Under 36
    • Male Under 45
    • Male Under 55
    • Male 25 - 35
    • Male 25 - 45
    • Male Midlifer 35 +
    • Male Older Midlifers 45 +
    • Male 55 +
    • Female
    • Female Under 25
    • Female Under 36
    • Female Under 45
    • Female Under 55
    • Female 25 - 35
    • Female 25 - 45
    • Female Midlifers 35 +
    • Female Older Midlifers 45 +
    • Female 55 +

Custom Profiles

  • To create Custom Profiles, you’ll need to pre-select a country and child category. This gives you flexibility and a larger measures list (brand usage, ethnicity, etc.) to choose from. These profiles are constrained to the pre-selected country and category as there are harmonization challenges across different categories for different measures.
  • Norms are for any profile created when the criteria of the profile has at least 20 adverts available to it, with a minimum respondent base of n=30 per concept/advert.

How Profiles work with Norms

Profiles are tied to the norms for the grouping selected. Unlike using Filters alone, Profiles affect both the stimuli data and the norm you are analyzing.

If you select the profile for "All adults under 55," you will filter the data you're looking at, and see the norm change to reference the benchmark for the measure among adults under 55. This can be especially useful when you want to determine if a group that tends to skew in a certain direction is responding even more than you'd expect to the current stimulus (i.e., males 18-55 tend to have higher purchase intent in the beer category).

There are differences depending on your norm scope and whether you're using a Customer Created profile versus a Global Profile. Here are a few examples:

  1. A Global Profile, such as ‘Adults 18 - 25’, is not constrained by child category. If you configure a Country norm and select an ‘Adults 18 - 25’ profile, you will get a norm for all ads across that country, segmented by the selected profile.
  2. If you instead select a ‘client + country + category’ norm, then that norm will be further segmented by client and category.
  3. Since a Customer Created Profile is always scoped to a ‘country + child category’, some norm scopes won't impact the Reporting when the profile is selected. For example, since you're automatically scoping on ‘country + child category’ due to the profile, using a Country or Child category norm would give the same result.

'Low Base Size' Warnings

For absolute scores in Profiles, you will be notified when base size drops below n=100. Charts are hidden when base size drops below n=30. For percentile scores, we inform you when base size drops below n=150 and the hide chart when base size drops below n=50.

For norms, to ensure careful interpretation, you will be notifie via a warning label when there are fewer than 50 studies.