How-to Guides
Get to grips with the H&D Tracker’s basic functions
How to navigate the H&D tracker
The Tracker homepage links to the three main areas of the H&D Tracker: the brand reporter, the audience profiler and the data explorer, as well as help, support and news.
Clicking on the brand reporter or the audience profiler from the homepage or the navigation bar will take you to view key information on summary pages.
In turn, you can click on the title of any scorecard on the brand reporter or the audience profiler to drill down further into the corresponding data on the dashboard beneath.
Dashboards contain detailed charts to aid analysis, and finally, you can see the data behind these charts in tabular form by clicking the data explorer icon.
There are 8 brand reporter and 7 audience profiler dashboards in total. These, as well as the data explorer can also be reached using the navigation bar at the top of your screen.
If you have your own dashboards with Eden Stanley, you can access them via the ‘my dashboards’ tab on the navigation bar.
How to use the slide-out filters
If you click the blue and white filter logo to the left of your screen, a slide-out panel of filters will appear containing various options for manipulating the data you are seeing.
When no filters have been selected, the data displayed represents the full number of people who have replied to each question. We call this total ‘nat-rep’ because it is representative of UK adults, unless stated otherwise.
You can start by defining the time period and selecting time intervals (on relevant dashboards).
Then, you can filter the data to define the audience you wish to see by selecting criteria that limit the respondents displayed.
Using multiple filters at once will ensure that the audience shown is limited to respondents that fulfil all of these criteria.
Two time settings are included in the slide-out menu, they are:
- Time period: use the time slider to specify the time period to be displayed.
- Time interval: choose the intervals used to display data in the charts displayed (only available on dashboards containing trend charts)
Tip: When you log in, the time period will also be set to the last twelve months, and the time interval to three-month periods.
Different sets of filters are available on each dashboard, according to the data displayed.
Here is the full list of filters you can use to define the data you wish to see:
- 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.
| Our Pre-Built Segments |
| Health and Disability Non-RejectorsHealth and Disability SupportersHealth and Disability ProspectsHealth and Disability Rejectors |
Read more about our pre-built segments in the methodology section.
Typologies: pre-built audience groups based on a segmentation of the whole UK population.
Read more about our typologies.
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.
| Our Five-Point Proximity Scale |
| You personallyA loved oneSomeone you know wellSomeone you know less wellNobody you know |
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.
| Knowledge Intensity |
| Know a lot about themKnow a fair amount about themKnow a bit about themHeard of them but know nothing about themNever heard of them |
| Support Intensity |
| I have supported this charityI am very likely to support this charityI am fairly likely to support this charityI am unlikely to support this charityI would not consider supporting this charity |
Select the filters you want to define your audience by, then click ‘apply’ to view the data. To return to the default view, and the unfiltered data, click ‘clear’.
All selected filters will then be shown at the top of your screen, to remind you how you have defined the audience in view.The data points you can see on the dashboards show the percentage of your chosen audience with each opinion.
After filtering the data to the audience you wish to include, you can further limit the data in your dashboard view by changing your chart settings (see below).
Chart settings determine what is shown in a specific chart, or group of charts. They are only available on some dashboards. 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.
There are three unique chart settings found above specific charts, they are:
Comparators: On Brand Reporter dashboards you can select up to five Comparator brands to see how your brand performs alongside them (remember to select your brand in the Brand Spotlight in order to see it throughout the Brand Reporter dashboards).
(Brand behaviour) knowledge level: On the knowledge & awareness dashboard you can analyse your audience’s knowledge of each comparator brand ranks against them.
[Insert screenshot of K&A chart]
(Brand behaviour) support level: On the support & consideration dashboard you can analyse your audience’s support for each comparator brand by selecting a support level and your chosen comparators from the drop-down menus.
[Insert screenshot of S&C chart]
Tip: You can select and deselect all brands at once by toggling the (All) box.
Brand behaviours help you analyse respondents’ knowledge of and propensity to support each comparator brand. For example, you can use the chart settings on the knowledge & awareness dashboard to see what percentage of your audience ‘know at least a bit’ about each charity you’ve selected.
Both brand behaviour variables are found above the relevant chart on the knowledge & awareness and support & consideration dashboards.
How to download data
Downloading data on the H&D Tracker is easy and intuitive. You can download a PDF of any dashboard, simply by clicking the ‘export PDF’ icon in the top right of your screen. All your charts will be included, just as they appear in your viewer.
Alternatively, you can download data directly as a .CSV file by clicking the ‘Export CSV’ icon. Crosstabs containing the data behind the charts you are currently viewing will be automatically generated, so you can open them on Excel.
In the data explorer, the crosstabs are already generated so you can download them directly in a tabular format.
How to use the data explorer
The data explorer shows you the data behind the dashboards. Click the data explorer icon in the top right-hand corner of any dashboard to reveal the data making up those charts. Alternatively, click directly on the Data Explorer tab to start from scratch.
The data explorer allows you to see as much or as little data from the survey as you’d like, split into monthly, 3-monthly or yearly time intervals. Different subject areas of Tracker questions will be shown on the left-hand side. You can add or subtract subject areas to analyse by using the drop-down menus at the top of your screen.
Questions are organised first into subjects, then into question groups. So, to see a question about hobbies and interests, you would first select the subject ‘Demographics and Lifestyle’, then the group ‘Lifestyle’.
Data shown in the data explorer will also be affected by filters in the slide-out menu. Only data from the audience you define will be shown in the data explorer.
If you have arrived via a dashboard, the relevant question groups will be pre-selected for you.
How to use the brand reporter
The brand reporter helps you explore how your brand is performing. This is the first place you’ll come to check those brand KPIs, and see how you’re doing in relation to your chosen comparators.
The data you’ll find here looks at perceptions of and engagement with your brand, for example, whether they have already supported you or would like to in future.
Each scorecard represents a summary of the data in the dashboards beneath. So, you can see a snapshot of your brand performance, then click the title of any card to visit individual dashboards and drill down further.
On the brand reporter, the ‘+’ and ‘-‘ on the cards denote change over time, and specifically, whether a metric has increased or decreased since the last time period. You can change the length of the interval by using the slide-out filters.
Tip: Remember, you can change the time interval setting in the slide-out menu and choose your preferred interval between monthly, 3-monthly, and yearly periods.
How to use the brand attributes dashboard
The brand attributes dashboard gives you an impression of how audiences perceive your brand, and helps you benchmark against others.
This dashboard is based on a question that we introduced to the Tracker in July 2018, where respondents are asked to tick all adjectives that they think apply to a brand. We ask about the following adjectives:
| Effective |
| Established |
| Expert |
| Friendly |
| Outspoken |
| Pioneering |
| Relevant now |
| Supportive |
| Trustworthy |
| Compassionate |
| None of these |
This is an example of a branched question, because we only ask this question when a respondent already knows a brand to a degree.
The pink brand footprint shows the attributes profile of your charity. The purple brand footprint underneath shows the attributes profile of all tracked brands, or, the average of your chosen comparators.
[Insert screenshot or visualisation]
How to use the brand funnel
The Brand Funnel gives you an overall picture of the health of your brand in the total UK population, showing deepening engagement from awareness, to knowledge, consideration, support and advocacy.
The percentage score for each level of engagement is relative to the one above. For example, the ‘advocacy’ score shows the percentage of people that would recommend a charity to a friend, from among those who have supported it.
The up and down arrows show how your brand is performing relative to the average of all brands, or, the average of the comparator brands you have chosen (if selected in the drop-down menu).
Tip: Use the Brand Funnel to explore how effectively your audience is being converted from people who are aware of you, to people who advocate for your brand.
How to use the audience profiler
The audience profiler is where you get to know your audiences. What do they think about charities? Or health and disability? Or do in their spare time? Explore everything from audiences’ proximity to different conditions to their hobbies, politics and values.
For a summary of the data in the dashboards beneath, click the audience profiler link on the homepage or in the navigation bar to view the audience profiler. Here, you can see a snapshot of your audiences’ attitudes and behaviours, then click through to individual dashboards for more detail.
How to use the Schwartz values dashboard
The Schwartz values dashboard shows you a values profile of your selected audience, based on the renowned social psychology framework, Shalom Schwartz’s Theory of Basic Values. The theory describes ten values that guide our beliefs, attitudes and behaviours and is one of the most widely-used social psychology frameworks in quantitative research.
As its creator, Shalom Schwartz said. “When values are activated, they become infused with feeling”, making them a powerful tool for communications and marketing.
They can be used to guide our messages, and remind us that many of our audiences are motivated by different values than our own.
The Tracker includes a specially designed questionnaire, the Portrait Values Questionnaire (PVQ) to profile every respondent.
The Schwartz values wheel provides a portrait of the selected audience, by dividing the ten values into four connected categories:
Self Transcendence
Conservatism
Self Enhancement
Openness to Change
[Insert Screenshot]
The colours in each triangular section are heatmapped reflect the extent to which the audience possesses each value relative to the UK average. So, when no filters are selected, all ten sections of the wheel will be neutral in colour.
After filters have been added, sections coloured toward the red end of the scale show that this audience is more likely than the nat-rep average to possess a certain value. Sections coloured a shade of blue reflect the opposite.
We have been tracking Schwartz values since July 2018.