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Frequently Asked Questions
Key issues raised by our members
What is a dashboard?
A dashboard is a collection of charts relating to a particular set of questions in the H&D Tracker e.g. media consumption
There are 8 brand reporter and 7 audience profiler dashboards in total. These, as well as the data explorer can be reached using the navigation bar at the top of your screen.
Where can I see the data tables behind the charts?
You can find the Tracker data in tabular format in the data explorer. The data explorer shows you the data for all questions in the HD Tracker, broken down monthly, 3-monthly, 6-monthly, or by year. Here, you can manipulate the tables to show you stats for as many or as few areas of the Tracker as you like. You can also download these tables directly using the ‘download CSV’ and ‘download PDF’ icons on the navigation bar.
Read more about how to use the data explorer.
What are tool tips?
A tool tip is an information box that appears when you roll over any data point on a dashboard.
[insert screenshot/labelled image here]
It contains:
Data point name
Percentage points difference to nat-rep
Filtered base (percentage)
Respondents in filtered base (number)
Nat-rep (percentage)
Respondents in nat-rep sample (number)
Time period
What are filters?
Rather than viewing all the Tracker data at once, you can use the filters in the slide-out menu to define the particular audience groups you want to view.
When no filters have been selected, the data displayed represents everyone who has responded a question within a given timeframe.
First, you can define a certain time period that you wish to look at, then, you can define the criteria of the audience you wish to view by using the following filters:
- Demographics: age, gender and socio-economic group.
- My segments: if you have implemented your own segmentation in the H&D Tracker, your audiences will be available for you to select here. The following pre-built segments are included for all users.
- Typologies: pre-built audience groups based on a segmentation of the whole UK population.
- Proximity: a measure of respondents’ proximity to a certain condition based on the following five-point scale. See how proximity interacts with key brand and support metrics over time.
- Engagement: intensity of knowledge and/or support for the brand selected here. After selecting a brand from the drop-down, select a knowledge or support level from the following options.
On certain dashboards, you can also adjust the data you view with specific chart settings. For example, on Brand Reporter dashboards, you can select up to five comparator brands in a drop-down menu above the chart where they will be displayed.
Read more about how to use the slide-out filters, and how to define chart settings.
What does ‘nat-rep’ mean?
‘Nat-rep’ refers to the total number of people in our nationally representative sample who have responded to a question within a given timeframe. Read more about how we gather a nationally representative sample in the methodology section.
When you are looking at the dashboard without applying filters (other than setting the timeframe), the data points reflect the percentage of UK adults who hold a certain attitude, based on our large and growing nationally representative sample.
The total number of respondents for each question is reported in brackets in the bottom right-hand corner of the tool tips that appear when you roll over dashboard data.
[insert screenshot here]
On some dashboards, the number reported in the tool tip may be smaller, even when the total timeframe is selected. This only occurs when a question has been in the Tracker for less than the entire period (we began the survey in August 2016).
If we have only asked a question to certain respondents, ‘nat-rep’ has been replaced with a relevant label to describe the specified group. See ‘What is a branched question?’ for more information.
What does ‘filtered base’ mean?
This is the audience you have defined by applying slide-out filters.
When you apply filters to a dashboard, only data for respondents that fulfil the chosen criteria is shown. In other words, using the slide-out filters defines the audience you want to view. If I apply the filter ‘female’ for example, the percentages shown in the dashboard reflect the percentage of women who hold a certain attitude.
The total number of respondents in the filtered base is reported as a number in brackets in the bottom left-hand corner of the tool tips that appear when you roll over dashboard data.
[insert screenshot here]
Read about how to use the slide-out filters.
If you want to compare this audience with UK adults as a whole, read about difference to nat-rep.
What is difference to nat-rep?
The difference to nat-rep describes how different the filtered base is to the UK adult population. On bar charts, a vertical line marks the nat-rep average, so you can see the variance between UK adults and the audience you have defined with filters.
[Insert screenshot/visualisation]
Knowing the difference to nat-rep helps you to understand the significance of the data you are viewing.
What is a branched question?
Branching ensures no one is asked a question that is not relevant to them. Respondents qualify for branched questions depending on answers they have already given in the survey.
This means that the total number of respondents in a given timeframe will be smaller for branched questions than for questions asked of everyone.
[Insert image of branching logo from Data Explorer]
Is the Tracker GDPR compliant?
It is possible (though very difficult) to filter Eden Stanley’s Tracker data down to an individual response, using functionality in Eden Stanley’s online dashboards (trackers.edenstanley.co.uk) The filters used can include combinations of data (some of which could be sensitive if identifiable – such as voting intention, religion, ethnicity, or health condition). However, the data is anonymised and there are no means that could be reasonably used to identify an individual. There are two principal reasons for this:
No location filters can be applied below ‘region’ level (such as Scotland, the North-East, or London). Therefore, the individual record could not be located
The Tracker surveys use a nationally-representative sample of the UK adult population, such that each record is representative of a large number of people. For example, if a Tracker licensee were able to filter down to a single response in one year’s data (12,000 records), statistically that response would represent 4,250 people (taking the UK adult population as 51m).
Therefore, the smallest granularity of data available in the Tracker in any given year could be expressed as follows (or similar):
There are 4,250 people in Scotland who match this profile.
For this reason, Eden Stanley is confident that data viewed in our Tracker dashboards is anonymised statistical data that is not personally identifiable. This means that Eden Stanley’s Tracker service falls outside the scope of GDPR.