Table of Contents

• Attributes and Metrics
• Displaying Multiple Metrics
• Concept Portal Split Views
• Statistical Significance: Mean
• Statistical Significance: Concepts
• Metadata
• Adding External Data

Attributes and Metrics

Attributes (also known as metrics) are the items that you originally programmed and tested your concepts on, that appear in the left column of the table.

1. Click Hide attributes (and conversely Show Attributes) to bulk hide or show attributes.
2. Click the X that appears when hovering over an attribute to remove it.
3. Drag and drop attributes to rearrange them in the desired order.
4. Click Add a row and select from the available attributes in the dropdown to add an attribute.
5. Click Show Ranks to rank the concepts in view by that item, with the highest or best-performing item on the left. Click the attribute name again to reverse the rank order.
6. Click the Show Chart checkbox to visualize how concepts performed for that attribute.

⚠️ Note: If an attribute appears in the "Add a row" menu, it means it is not present in the Portal at the moment and will disappear from the menu once added.

💡 Tip: If in one survey you label a metric as "Believability" and in another you label the same scale as "Believable," they will populate as two separate attributes. To fix this, revisit the appropriate Results page, retitle the label in the Concept Mapping element, update the data, and click Push to Portals again. The portal will only store data from the most recent push for each Mapping setup.

Displaying Multiple Metrics

To add multiple metrics for a particular attribute to the portal:

1. Click the + button to the right of an attribute.
2. Select the desired metric from the list. These metrics could include Top Box, Bottom Box, Mean, or any other metrics you pushed from the Concept Mapping.
3. With a metric added, click the star icon to make that attribute the default measurement for the main cells in that attribute's row.
4. Click the caret to hide or show selected metrics.

Concept Portal Split Views

You can also choose to view concepts split by demographic traits.

1. Click the Split-by dropdown to select from available demographic traits, tags, and other variables. When you select a trait, the Concept columns will reload with nested columns — one for each category of the trait. Empty cells indicate that not enough data was collected for that category.
2. Click the bent arrow in the upper right corner of any wave to swap the nesting of banners, from grouped concepts to grouped demographic categories.

Statistical Significance: Mean

Shading indicates that a cell is statistically significantly different from the mean, at the Primary or Secondary confidence level indicated in the key below the portal.

1. Below the portal, click the Confidence level dropdowns to adjust the Primary and Secondary confidence levels for the entire portal.
2. Click the Cell colors dropdown to adjust the colors in the portal. Color changes will only be reflected in the portal you are currently viewing.

Statistical Significance: Concepts

Capital and lowercase letters within a cell indicate a statistically significant difference from the concept that corresponds to the letter in the cell. A blank cell indicates that the concept in that column was not tested on the attribute in that row.

1. Hover over a letter to see the concept to which it refers.
2. Click the letter to jump to that concept in the portal.
3. Below the portal, click the Confidence level dropdowns to adjust the Primary and Secondary confidence levels for the entire portal.

Metadata

Regardless of how you arrange the attributes and concepts in view, the Concept Portal will display multiple data points per concept along with survey metadata. This metadata may include fielding dates, survey IDs, survey titles, sample sizes, and tags. Tags can be added to individual concepts for use as filters later.

• Click Hide Metadata to hide the metadata items in bulk.
• Click the X to the left of an individual line item to remove any metadata from view.
• Click Add a row to recover or add any metadata back into view.

Adding External Data

If you have concept data or benchmarks that do not come from an aytm survey, you can upload external data points to compare to your other concepts.

1. Click the Add external data button on the far right of the portal.
2. Click the upload image button, or drag and drop an image over the icon.
3. Type or paste a concept name, enter the relevant data for that concept, and add metadata as available.
4. When you click Save, that concept will be automatically added as a Benchmark. Click the Pin icon to un-benchmark the concept while still keeping it in the Portal.
5. Click the title of the concept at any time to further edit the data or delete it.

⚠️ Note: If certain attributes are hidden from the view, you must add them in to add their respective data to your new concept.