Deep Profile is the most powerful report available in the InsightStore™. It compares how respondents in multiple segments differ from a chosen baseline, across multiple questions in our syndicated question library, and provides deep analysis of the results. The analysis produces a PowerPoint report that shows how the segments differ from the baseline in up to fifteen scales.
Deep Profiles are very computational extensive to calculate. Therefore, they are calculated asynchronously. You first configure it and then queue it for processing. The InsightStore will then send you an e-mail when the calculation is ready – which can take minutes or hours, depending on the number and size of segments and current load on the system resources used for the calculation – and you can then see and download the report.
Configuring a Deep Profile
The Deep Profile is a sophisticated report and requires some configuration before it can be calculated. You will have to set a name, a baseline, a weighting scheme, and one or more groups.
The first thing a new Deep Profile need is a name. This is the name that will appear in other pages in the InsightStore™, and will be seen by all other members of your account. We suggest that you make this name a concise description of your research goals for this score.
Example: Digital Device Addiction Deep Profile
The baseline is a special group, the one to which all other groups are compared to. Each group, be it the baseline group or a segment group, will include a segment at the minimum. If your account is a publisher account, it will also include network and target filters.
Example: “My Account” is a fairly typical baseline group. In it, you don’t pick any value in any of the filters, which will define the baseline as all respondents in your account.
The weighting scheme defines the weighting scheme to be used for the entirety of the Deep Profile. If you pick a value, all responses and analysis will be weighted in accordance with the parameters of that weighting scheme. This will substantially increase the complexity of the calculations, require more data in each of the segments, and therefore the processing time.
Example: Unweighted or US Census
Groups specify the segments that will be compared to the baseline. If your account is a publisher account, it will also include network and target filters. You will want to include groups to specify which comparison you want to perform, and you will have to have your segments created first.
Example: Addicted to Digital Devices, defined as a filter by the segment Addicted to Digital Devices, which is in turn defined as anyone that has answered “Yes” or “Somewhat” to the question “Would you call yourself addicted to your digital devices?”
Computing the Deep Profile
Once the name, baseline, weighting scheme, and groups are all configured, clicking on “Save and Compute” will trigger the background calculation of the Deep Profile.
When the calculation is finished, you will receive an e-mail indicating so much. Alternatively, you can go to the “Download” tab and get the status of the calculation. The page will show that the report is queued for calculation, or that questions are being compared, or that the report is being prepared, or that it is ready for download.
Once the Deep Profile is calculated, you can download the results, which will download the Power Point deck to your machine (according to your browser’s download configuration).
If you ever so want – say, after some time have passed and more responses have been collected - , you can trigger another calculation with the same parameters by clicking on the “compute another one now” link.
Interpreting the Deep Profile Report
The Deep Profile Power Point report has two basic sessions, Core Demographics and Scales.
It is important to understand that the report will only include sections and sub-sections for which there was enough data to perform the calculations. If a given segment is defined too narrowly, or if there is not enough data to apply the requested weighting scheme, some sections may be removed.
The first few slides on a Deep Profile report compare each segment against the baseline with regards to the demographic questions: Gender, Age, Income, Education, Parental Status, Residential Area, and Residential Status.
The Deep Profile analysis how the segments differ to a baseline according to these fifteen scales: Market Maven, Social Media Influence, Social Media Platforms, Price Sensitivity, Informed Consumer, Tech Savvy, Entertainment Technology, TV Viewing, Health & Wellness, Food & Cooking, Dining Out, Money Manager, Sports Fan, Environmental Consciousness, and Charitable Giving. Each of the scales is comprised of a number of questions that are represented in a spider graph for easy visualization, and also in table format.
Here’s an example of the Market Maven scale for a Deep Profile that compares Digital Device Addicts (in blue), Non-Addicts (in Yellow), and everyone in the account. As can be seen, the Addicts are more willing to adopt new products and brands.