Subgroup Analysis

Overview

Subgroup Analysis lets you compare multiple subgroups side by side, directly in your reports, using two dedicated charts: Measures Profile Summary and Stimuli Profile Summary.

Compare subgroups across multiple measures in a single view, without exporting data or switching between individual profile views. This makes it faster and easier to spot differences between segments, especially when you're comparing several subgroups at once.

How it works

Both charts work the same way for reading and configuring subgroup comparisons. The difference is what you're comparing across: measures, or ads/concepts.

Reading the chart:

  • Profiles with a norm display it, with colour coding showing how the profile performs against that norm.
  • Profiles without a norm show as N/A, with a hover-over explaining why: either a low base size (a norm requires a minimum of 20 studies with 30 respondents each), or the profile question wasn't asked for this stimulus.
  • If one or more profiles in the chart don't have a norm, a warning message appears identifying which specific profiles are affected, so you know at a glance which comparisons are being shown against the rest of the sample rather than a norm.

Profiles:

  • Standard profiles are shown by default, and boosted subgroups are included alongside these automatically.
  • You can display up to 8 profiles at once.

Significance testing: Choose how each profile is compared:

  • Norm view (default, used whenever a norm is available): tests the profile against how it typically performs, its own historical norm.
  • All respondents view: tests the profile against everyone else in the sample who isn't in that subgroup. This is the only option for profiles without a norm.

Profiles without an established norm still display in the chart. They're grayed out by default, but you can switch to the rest of sample view to get a directional read, rather than being unable to view them at all. 

Measures Profile Summary

Compares profiles side by side across multiple measures.

  • All standard measures for the solution are shown by default.
  • Add or remove any measure, and they'll display in the order you add them.

Stimuli Profile Summary

Compares profiles side by side across multiple ads or concepts, instead of measures. Available whenever more than one ad is selected in Explore.

  • Ads: Shows the ads selected in Explore by default. Remove or add ads back in, and they'll display in the order you add them.
  • Measure: Choose one measure at a time from the same measure list used in Measures Profile Summary. Defaults to the first measure in the list for your solution.

What decisions can it help with?

  • Is a top-line result broad or subgroup-driven? See whether a strong overall score reflects the whole sample, or is being carried by one segment.
  • Where to focus investment or targeting. If a subgroup significantly outperforms the total sample, that's a signal to weight spend or targeting toward it.
  • Is a subgroup worth deeper investment? Directional reads on subgroups without a norm let you validate interest before committing to a formal profile build or boost.

Availability

Available as standard, default charts on:

  • Activate It Early
  • Activate It
  • Amplify TV
  • Amplify Digital
  • Amplify Static
  • Amplify Early Idea
  • Amplify Storyboard / Boardomatic
  • Optimize Price

Not available on Amp 1.0 solutions.