Is the data in Profiles Lite robust?

The data displayed in Profiles Lite shows the most significant differences for the target group when compared with a nationally representative group. The results for Attitudes, Regions, Brands liked, Media Consumption and Hobbies & Interests shown must meet the following criteria:

  • Have a minimum base size of 100
  • Have in index score of 100 or more
  • Have a z-score of less than -2 or greater than +2

The results for age and gender will have no constraints as outlined above.

Index: A standard index score and is calculated as (target % / control %) * 100.

Z-score: The score used to determine how differentiated the groups are. The bigger a positive score the more likely a data point is true of the target group.

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