On the Results page, the Xpert Report is presented as the default report. The Original - as fielded report listed below contains the entire survey, including any additional questions you added to the Xpert Ad test. Of all the Xpert Ad solutions, the Screener will generate the most basic report.
See more in the Solutions Center.
Objective and Methodology
Click on the Objective and Methodology headers to view the respective information, which will be included in any PowerPoint exports so you can share the details of the ad test with your colleagues.
On the Methodology tab, click the first dropdown to choose how many advertisements you would like to narrow your list down to. As you select a different Top number threshold, the Xpert report will update results accordingly.
Recommended Advertisement
The Recommended Advertisement tab gives a narrative of your top number of advertisements, based on overall attitude — a composite score of Top 2 Box answers across all tested attributes.
Concept Lab
The Concept Lab section allows you to compare the Top 2 Box percent of each concept in a column view with all attribute percents, including your custom attributes.
- Click the Analysis dropdown to view as Indexing or Pairwise SigTest.
- Click the Show dropdown to display the Top 3 performers, the Top 25% of performers, All ads, or choose None to clear all and add them manually using the + button.
- Click the Rank by: dropdown to sort performance by any of the attributes, or click the attribute in the left-hand column. The ads rearrange places left to right and the ranking attribute appears in bold.
Advertisement Details
For each concept populated in the Concept Lab, drill-down details are displayed in the next tabs. Scroll down to get to those details, or hover over the thumbnail in the Concept Lab and click Scroll to details. The chart shows a bar graph of the Top 2 Box results for all included attributes of a concept. Hover over the bars to see statistical significance, and scroll down to see line-by-line results.
Below the included attributes bar graph is a Top 2 Box bar graph and line-by-line data for your custom attributes.
If you chose to include open-ended questions, the overall message summary, word cloud, and like/dislike word clouds will appear in this drill-down section. You can also dig into verbatim answers on the Original - as fielded report.
💡 Tip: To see drill-down details for each concept, make sure all concepts are added in the Concept Lab section above.
To further explore the results for Xpert Ad tests, go to the Original - as fielded report and utilize Virtual Questions and Correlation Finders, or export raw data files.