When you enter your Concept Portal, you’ll see your concepts in columns, with the performance of attributes in the columns below.
Optimize Concept Views
Along the top of the portal are several controls to help you navigate and view information about your concepts.
- Click Show row averages to populate a pinned Benchmark column, showing the average score across all concepts in view per attribute line, and the letter identifiers of any concepts that are statistically significantly different from that average. When this is checked, all significance testing is performed against this Benchmark average.
- Click Show ranks checkbox and a number will appear in the upper left corner of each image, indicating how that concept ranks for whichever attribute is selected, in comparison to how the other concepts performed on that attribute.
- Click the attribute name again to switch the ranking from the Top-down to reverse the rank order.
Note: It is possible to have multiple concepts with the same rank, if there is no statistically significant difference between them.
- By default, the Show images box is checked. Uncheck this box to hide concept images from view.
- Click the Show chart box to add a bar graph of all concepts in view.
- Click an attribute from the list on the left to view concept performance for that attribute.
- Click the hamburger icon in the upper right corner of the chart to view other view and download options.
- Type a number in the Minimum sample size text field to remove any concepts that do not meet that criteria.
Note: Since concepts come from different surveys, not all concepts may have been seen by the same number of respondents. You may want to exclude lower sample sizes from your comparisons since they are more directional in nature, and could skew some of your data.
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Click Add concept drop-down and scroll through an alphabetical list of concepts, or begin typing into the search field. If all concepts are currently in view, the only option will be to Add external data. When you click on a concept, it will be added to the portal as a new column.
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Show and Rank By
The Show and Rank by drop-downs work together to show the selected number or percent of concepts as defined by a particular metric.
- Click the Show drop-down and select from the following options:
- Top 3, Top 10, Top 15, or Top 25 concepts
- Top 5% or Top 25% of all tested concepts
- Bottom 3, Bottom 10, Bottom 15 or Bottom 25 concepts
- Bottom 5% or Bottom 25%
- Recent 25 for the most recently added concepts
- All concepts
2. Click the Rank by drop-down to select which attribute you’d like to use to rank the concepts in view.
For example, if you first select Show Top 5%, and then select the attribute titled Purchase Intent, it will show the Top 5% performers within the Purchase intent attribute. Note: As you add, remove, and rearrange concepts, the drop-downs will reflect a custom view, and that none of the attributes are dictating ranking position.
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Editing Concepts
Depending on the view settings, each concept has the capacity to show the image seen by respondents, the name given to the concept, and the letter assignment for significance testing.
To make edits, hover over the concept image, and:
- Click the X in the upper left corner to remove the concept from view.
- Click the drop-down next to the name to Rename, Replace the concept, change the image, or permanently Delete the concept from the Portal.
- Use the handle to drag and drop a concept elsewhere.
- Click the pin icon to anchor that item in place on the left side of your table, comparing all other concepts’ significance to that Benchmark.
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