Personality Radar shows which personality and psychographic traits are statistically linked to each answer on a question. It compares how your PaidViewpoint respondents answered against the thousands of profiling tags they've filled in over time. It then maps the traits that are significantly more (or less) common among people who chose each answer. You don't need to ask a single extra question.
In This Article
- Accessing Personality Radar
- Reading the Radar
- Choosing a Question and Combining Answers
- Sensitivity Settings
- Customizing the View
- Filtering Tags
- Tag List and Search
- Downloading the Radar
- Sharing the Radar
- Where the Data Comes From
- Benefits of Personality Radar
Accessing Personality Radar
Personality Radar becomes available on a survey when both of these are true:
- At least 100 completes came from PaidViewpoint, aytm's own panel. Completes from partner panels don't count toward the 100. Radar turns on as soon as the threshold is reached, even while the survey is still fielding.
- The survey is on a paid plan. On Lite, the Radar button shows an upgrade prompt instead.
There are two ways to open it. Both open Radar in a new tab:
- From the Results page: click Personality radar, the last button in the bar at the top of the report. The button only appears on the main (quant) report. Radar uses the report's applied filter, question order, and virtual questions, so filter the report first if you want Radar to analyze a subset.
- From the dashboard: open the survey's menu and select Personality radar.
⚠️ Note: Radar isn't available on Data Lab virtual reports or Xpert reports. Switch back to the main report to use it.
The first time you open a question, Radar runs its analysis on the server. You'll see a "Good time to take a quick coffee break" screen with an estimated wait time. After that, results are cached and load instantly.
Reading the Radar
The question text appears at the top of the screen. Each answer choice gets its own colored slice of the circle, with the answer labels around the rim. The bubbles inside a slice are tags, which are personality, lifestyle, and demographic traits. Each one is significantly over-represented among the respondents who chose that answer, compared with everyone else.
| What you see | What it means |
|---|---|
| Bubble size | How many respondents in that answer group carry the tag. Bigger bubble = more people. |
| Distance from the center | How strong the link is. Bubbles near the rim are the most distinctive for that answer; bubbles near the center are weaker. |
| Bubble color | Matches the answer's slice. A tag linked to two answers sits between their slices in a blended color. |
| Faded bubble | A less certain association (probability below 80%). |
Hover over a bubble to see the tag's name. Click it to open the tag card in the left sidebar. The card includes:
- A plain-English prediction, for example: Being positively profiled by the tag "Outdoor enthusiast" increases the probability of choosing "Yes" on this question by 35%.
- The number of respondents with and without the tag (n).
- A table that compares each answer's share among All respondents, those with the tag (+ tag), and those without it (- tag). Click % or n to switch between percentages and raw counts.
- Click the tag's name to see the profiling question it comes from.
Click an answer label on the rim to hide that answer's slice, and click it again to bring it back.
If a question has nothing significant to show, you'll see "Sorry, nothing interesting here." Try a lower confidence level, a lower minimum number of respondents per tag, or fewer filters.
Choosing a Question and Combining Answers
Use the Select a Question panel in the left sidebar to switch questions. Radar works with these question types:
- Single choice and Multiple choice
- Sliders, Star rating, Smiley rating, Reorder (ranking), Side-by-Side, Progressive Matrix, and Polarity Scale. Each sub-question gets its own radar.
- Quadrant Analysis and Topography. Each item and sub-question gets its own radar.
Open-ended questions, MaxDiff, and other specialty question types don't appear in Radar.
On some questions you can group answers before running the analysis:
- Combine by top2 (questions with 4 or more answers) and Combine by top3 (6 or more answers) merge the top and bottom answers into groups. This is useful for rating scales.
- Combine by pattern (Multiple choice only) groups respondents by the exact combination of answers they selected.
Sensitivity Settings
The Sensitivity Settings panel controls which tags are strong enough to appear. Defaults are shown in bold.
| Setting | What it does |
|---|---|
| Confidence level | 99%, 95%, 90%, or 80%. Lower levels reveal weaker, less certain links. |
| Minimum Tag IR | 0–30% (20%). Hides tags held by too small a share of respondents. |
| Maximum Tag IR | 70–100% (80%). Hides tags so common that almost everyone has them. |
| Minimum n /tag | n=50 to n=250 (n=100), or 25–95% of N. The smallest number of profiled respondents a tag needs. |
| Top Tags | 10–100%. Shows only the strongest share of the qualifying tags, which declutters busy radars. |
| Minimum n /dot | n=4 to n=30. The smallest number of respondents behind any single bubble. |
The Yin Yang panel sets which way the analysis looks:
- Select tags mode: Positive (people who have the tag) or Negative (people who don't). Demographic traits only appear in Positive mode.
- Tags/Qs Relationship: Most relevant Tags (tags that make an answer more likely) or Least likely Tags (tags that make it less likely).
Customizing the View
Open the View Mode panel in the left sidebar to change how the radar is drawn:
- Layout: Sector Dependent (the default, best for detailed analysis) or Proportional Power (best for an initial overview).
- Jitter: how much space is kept between bubbles. Lower values let bubbles overlap.
- Scale: the overall size of the bubbles.
- Contrast: how much the smallest and largest bubbles differ in size. Higher contrast makes size differences easier to see.
- truncate answers: shortens long answer labels around the rim. Hover over a label to see the full text.
Filtering Tags
The Filters panel narrows the radar to the tag categories you care about. All Categories is selected by default. Clear it, then select categories such as Media or Health & Wellness to focus on those tags.
- Show Filtered tags: when this is on, tags outside your selection stay on the radar in gray instead of disappearing.
- Show favorite tags only: shows only the tags you've starred. Survey owners can star a tag by clicking add to favorites on its tag card.
To analyze a subset of respondents, such as one age group, apply that filter on the Results page before you open Radar.
Tag List and Search
Type in the Search tags box at the top of the sidebar to find a specific tag. Click the list icon next to it to open the List of tags, sorted by power, which ranks every visible tag. In the list:
- Click % to rank tags by how much they lift an answer, for example "35%" or "2.1 times".
- Click n to rank them by number of respondents.
- Use the A1, A2… buttons to show tags for specific answers.
Downloading the Radar
- Open the Export panel in the left sidebar.
- Choose PDF (the default), PNG, or EPS (vector).
- Click Download.
Sharing the Radar
Radar saves your current question, view mode, and sensitivity settings in the page URL. A colleague on your team who opens that link sees the same view.
People viewing your results through a shared report link can also open Radar. By default, it's locked for them and they're asked to log in or join the team. To unlock Radar for shared-link viewers, contact your account manager or support@aytm.com.
Where the Data Comes From
- Tags come from profiling questions that PaidViewpoint members answer voluntarily over time. Radar uses this self-reported data, not inferred social media or browsing data.
- Only PaidViewpoint respondents are analyzed. The sample count in the sidebar's TOTALS section reflects them, not your full sample.
- Results are shown only in aggregate. Each bubble represents at least the minimum number of respondents set in Sensitivity Settings, so no individual can be identified.
- The TOTALS section also shows how many tags are shown and how many are in the database.
Benefits of Personality Radar
Few brands can ask their customers questions like "Do you see yourself as outgoing or shy?" or "liberal or conservative?" Yet that kind of insight can make the difference in a product launch, ad campaign, or rebrand. Personality Radar adds it to every eligible survey automatically. It goes beyond demographic buckets like age, gender, and income, to how the people behind each answer see themselves and live their lives. Use it to build personas, find unexpected affinities between your brand and lifestyle segments, and write messaging that connects.