About the System

The Integrated Data Exploratory and Analytical SystemTo Hear Narration Click Slide Show and then Click From Beginning

Sample OutputHello, my name is Dr. Ted DAmico and today Im going to be discussing a revolutionary new system designed to analyze research data.

The system is called the Integrated Data Exploratory and Analytical System, or IDEAS for short.1Sample OutputToday we are going to review just a few examples of the many types of output generated by IDEAS.

Each of these outputs was generated from a large, single cross-tab which consisted of 86 brands, with Brand 12 being designated as the target brand.

Please note that all the data used to generate these outputs are not real and are used solely for the purpose of illustration.

Please also note that the content of the outputs generated by IDEAS are dependent upon the data source used in the analysis and the topic areas selected by the client. Additionally, the charts used in any IDEAS output can be modified based on the clients aesthetic preferences.

To see a complete example of each output, go to www.research-analytics.net, click on the Sample Output page and then click on the type of output you would like to view.

2Demographic AnalysisTop 10 Measures in Terms of Index

As you can see, the measure we just clicked Top 10 Demographic Measures in Terms of Index is shown prominently at the top of the page followed by the question

What 10 demographic measures index the highest with respect to Brand 12?

Following this question is the answer in text format. Specifically the answer says In rank order the top 10 demographic measures that index the highest with respect to Brand 12 are:

The top 10 measures are then listed in rank order with their corresponding indices in parentheses on the left side of the page and are shown in a chart format on the right side of the page.

Demographic AnalysisTop 10 Best Predictors

This is another example of an Executive Summary page.

This page focuses on the top 10 demographic measures that best predict whether or not people use the target brand.

Notice that this page like all pages in the Executive Summary has a question-and-answer format and a supporting chart.Definitions

The Executive Summary also has a glossary in which all key marketing and statistical terms are defined using examples based on the current analysis.Reference Manual -Sample Output-

Lets now review the structure of an IDEAS Reference Manual and see some of its output .

89Table of ContentsBrand Landscape Analysis Based on All Brands in AnalysisTop 10 Brands in Terms of Incidence of UseTop 10 Brands in Terms of Share of UsersTop 10 Brands in Terms of Percent LoyaltyTop 10 Brands in Terms of Number of Brands Used Per Brand UserTop 10 Brands Used by Target Brand UsersTop 10 Brands in Terms of Their Usage of the Target BrandTop 10 Brands in Terms of Concomitant Usage IndicesTop 10 Brands in Terms of Opportunity IndicesTop 10 Brands in Terms of Vulnerability Indices

9A reference manual can contain as many as 900 pages depending upon the number of competitors included in the targets competitive set.

As was the case with the Executive Summary, the Reference manual has a hyperlinked Table of Contents.

Lets see what happens when we click the first hyperlinked measure which is the top 10 measures in terms of index..

Competitive Strength Analysis -Sample Output-

Lets now review the output form a Competitive Strength Analysis.

Before we do this , however, a few words regarding this analysis are in order.14Competitive Strength AnalysisIn a Competitive Strength Analysis, the system evaluates up to 4,500 measures and the user specifies up to 10 criteria for defining a competitive strength. A measure can be defined as a competitive strength on the basis of one or more of the following criteria:

The measures base sample sizeThe measures target sample sizeThe measures target's indexThe measures target's incidence ratioThe correlation between the measure and target brand usageThe ability of the measure to predict target brand usageThe target brand's audience rank with respect to all brands in the analysis The target brand's index rank with respect to all brands in the analysisThe target brand's audience rank within its competitive setThe target brand's index rank with within its competitive set

15Competitive Strength AnalysisAfter the criteria have been selected, all the measures in the analysis that meet the criteria are displayed. The user then selects one of 15 media metrics to chart (e.g., composition, coverage, audience size, index, overall audience rank, audience rank within competitive set, index rank, index rank within set, the measure's ability to predict brand usage) .

Each chart produced will show the results for the target brand and for each brand in the target's competitive set for the media metric selected.

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This is an example of Competitive Strength Chart in which the brands are shown in rank order with respect to the media metric selected which, in this case, is coverage

Also notice that the title of the chart shows the measure that was included in the analysis (Demographic Measure 03) and the criteria used to define a competitive strength-Unweighted Base Sample Size= 200-Unweighted target Sample Size = 50-Population or audience rank in its competitive set = 1

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Here is another example of a competitive strength chart. In total, the number of charts generated in a competitive strength analysis can vary from zero to as many as 4,500, depending upon the number of measures in the analysis and how a competitive strength is defined.18The Excel File -Sample Output-

Lets now review the Excel Component of IDEAS and the types of analyses that can be performed with this component.

19Excel Menu Showing All Functionality

When you access the Excel component , a menu outlining the more than 20 analyses/functions that can be performed with this component appear.

Lets review some of these analyses.20You Can Select a Measure to Chart By Pointing & Clicking Competitive Charts

The Excel Component contains a Display Table which lists all the measures in the analysis along with key media metrics including ones that are not typically reported by most analytical systems. These Include:How the target ranks on a given measure in terms of population and index relative to all brands in the analysisThe correlation between the measure and brand usageThe amount of variance explained by the measureThe 95% confidence limits surrounding an audience estimate, andHow the target ranks on the measure in terms of population and index relative to all brands in its competitive set

If you want to plot one of these measures with regard to any of the 18 media metrics shown for the target brand, all you have to do is click on the metric you would like to chart for a given measure, and then click the gray competitive charts button

In this case we will click on the coverage estimate for Demographic Measure 07 which is 59.6%.

21Resulting Chart That Was Produced Showing Targets Performance Within Its Competitive SetNote: Function Buttons Are Located Below & to Side of Chart

When you click this button, a chart instantly appears showing the results for the target brand and for the other brands in its competitive set

Notice that beneath and to the right of the chart are buttons that let you automatically print and save the chart, edit the charts title, alter the text size of various chart components, and allow you to abbreviate the names of the brands.

In addition, there is a graph menu button that lets you use a menu to create charts.

22You Can Also Use a Menu to Create a ChartNote: The Chart Produced Will Be Identical to the Prior Chart Except the Targets Performance Will Be Charted With Respect to All Brands in the Analysis

When you click this button, the following menu appears.

In this menu, you can select the category, the measure and the metric you are interested in charting.

After you have specified this information, you then indicate if you want to include all the brands in the analysis or only the brands in the targets competitive set.

In this case, all the brands in the analysis were selected.

23Chart Produced From Prior Menu SelectionsThis Chart Can Be Transformed into a Vertical Bar Chart With A Click of a Button

This is that chart that was produced from the prior menu selections.

Once this chart is created, you can click the green button at the bottom right of the chart to create a vertical bar chart.

24Resulting Vertical Bar Chart Produced By Clicking Vertical Bar Chart Button on Previous Page

This is the chart produced by clicking the green vertical bar chart button.

25You Can Filter the Input Display Table Based on up to 10 User-Defined Criteria

The Excel file lets the user filter the display table based on 10 criteria of his or choosing

In the present case, only the measures that have the following specifications will be selected:-the base sample size for a measure has to be 200 or greater-the target sample size for a measure has to be 50 or more, and-the target must rank first in its competitive set in terms of population or audience size

26Resulting Filtered TableNote: Filters Used to Create Table Are Shown in Row 6

This is the table that appears that contains only those measures that meet the prior specifications

Notice the specifications used to filter the table are highlighted in yellow in row 627Once the Filtered Table is Created The User Can Select the Metric to ChartNote: IDEAS Will Generate A Chart For Each Measure Meeting Specified Criteria And Save it in Dedicated Directory

Once the filtered table is created the user can then select the metric to chart.

In this case the metric selected was coverage.28An Example of a Filtered ChartNote: Up to 300 Filtered Charts Can Be Created in 5 Minutes

This is an example of a filtered chart

With a relatively good computer, you can automatically generate more than 300 charts in five minutes

29Selecting Top 10 Index Measures by Category

Using the main menu, you can view and then graph the top 10 measures by category for eight media metrics:

You can view and graph the top 10 index measures by categoryYou can view and graph the top 10 incidence ratio measures by categoryYou can view and graph the top 10 positive drivers by categoryYou can view and graph the top 10 overall drivers by categoryOr you can view and graph the top 10 measures for each of four additional metrics

When you click the top 10 index measures by category, the following menu appears.

Next Page30You Can Ask IDEAS To Show You the Top 10 Measures for Each of up to 30 Categories for 8 Media Metrics

When this menu appears, you then select the category for which you want to see the top 10 index measures.

In this case, demographics was selected.31The Table That Was Created When Top 10 Demographic Index Measures Was Selected

After pressing the go button shown on the previous page, the following table instantly appears showing you the top 10 demographic index measures.

If you now want to graph these measures, all you have to do is click the purple graph op 10 button32Once a Top 10 Table is Created, The Data Can Be Charted with a Click of the Graph Top 10 Button on the Previous Page

When you click this button, the following graph appears.33By Clicking the Read Table Button, IDEAS Will Actually Talk to You And Explain How To Read & Interpret the Data

By Clicking the Read Table Button, IDEAS Will Actually Talk to You And Explain How To Read & Interpret the Data and, when appropriate, how each media metric is derived

34You Can Also Ask IDEAS to Show You The Top 100 Measures Across All Categories for Each of 8 Media Metrics

You can also ask IDEAS to show you the top 100 measures across all categories for a given media metric.

In this case the media metric selected was index35The Resulting Table That Was Created When The Top 100 Index Measures Option Was Selected

This is the resulting table that instantly appears after clicking the go button on the previous page36You Can Ask IDEAS to Create A Table And Create Charts Showing The Targets Top 100 Strengths & Top 100 Weaknesses Vs. Any Given Competitor

You Can also Ask IDEAS to Create A Table And Create Charts Showing The Targets Top 100 Strengths & Top 100 Weaknesses Vs. Any Given Competitor

In this case the competitor selected was Brand 0337Table Produced Showing Targets Top 100 Strengths Vs. Brand 3Note: Strengths & Weaknesses Are Based on Compositional Differences

This is the table that is produced .

This table shows the targets top 100 strengths vs. Brand 03 across all measures in the analysis.

Notice the top 100 strengths appear in rank order based on compositional differences between the two brands.38IDEAS Let You Chart the Top 100 Strengths & Top 100 Weaknesses in Groups of 10 By The Click of a Button

IDEAS will also Let You Chart the Target Brands Top 100 Strengths & Top 100 Weaknesses versus a given competitor in Groups of 10 By the clicking the next 10 measures button or the prior 10 measures button.39If You Do Not Understand a Marketing or Statistical Term Just Ask Ideas And The Program Will Talk to You And Explain

If You Do Not Understand a Marketing or Statistical Term Just Ask Ideas And The Program Will Talk to You And Explain

-the purpose of the statistic and-how it is derived40By Using This Menu You Can Eliminate One or More Brands From All Subsequent Charts That Are Produced

By Using This Menu You Can Eliminate One or More Brands From All Subsequent Charts That Are Produced

In this case Brand 08 will be eliminated from all subsequent charts that are generate in the Excel component

By clicking the clear all entries button, Brand 08 will re-appear in all subsequent charts.41The Quick Insights Component

42Quick Insights ComponentThe Quick Insights Component is specifically designed to enable the user to pinpoint key consumer insights in a matter of minutes

When using this component, crosstabs from either syndicated or custom studies are imported directly by the user into the system

The crosstab can come from any processing system (IMS, MEMRI, New Age, Telmar, Quantum) and contain up to 200 columns and 450 rows

The Quick Insights output is similar to the output of the Excel file just reviewed. A user manual explaining this component and its output can be found by going to www.research-analytics.net

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