A key piece of consumer research analysis is understanding when responses are statistically significant over other options. KnowledgeHound makes the application of and reading of this information quick and simple.

First, a few notes about the testing that KnowledgeHound is doing:

  1. Stat testing is conducted at the 95% confidence level.
  2. There needs to be a breakout applied to a question (even a grid question) to apply stat testing

Now that we know that, there are two ways to view stat testing on an analysis page. 

  1. Automatically on the spreadsheet view.
  2. Selecting "View Data Labels" to view on visualized charts.

To read the stat testing, use the letters to understand the comparisons. 

Spreadsheet View - Hover over the cell to view where significance exists. In this example 50% of the General Population responded "10-14" and that is significant over both the Total Population (represented by a) and the Millennial population (represented by b) that responded the same way. 

Chart View(s) - To include stat testing information on charts, select View Options and View Data Labels to apply. To read the stat testing, use the letters next to each bar and the legend at the bottom. In this example, we continue to see that 50% of the General Population responded "10-14" and that is significant over both the Total Population (represented by a) and the Millennial population (represented by b) that responded the same way. 

Did this answer your question?