Spotlight Insights (BX)

About Spotlight Insights

After collecting all your data, it can sometimes be overwhelming to determine where your company should focus its efforts. With spotlight insights, you can uncover how customer segments are responding to key metric questions. Simply choose what metrics and demographic breakouts you want to run, and Qualtrics will provide you a straightforward report highlighting key experience gaps.

Spotlight Insights is available for BX Global Brand Tracker Programs and related dashboards.

Configuring Insights

After clicking Insights from your BX dashboard, the modal will walk you through a series of options to set up your spotlight insight analysis.

TARGET AND COMPARISON BRANDS

Select your Target brand to analyze. You have the option to add comparison brands by clicking + Add a comparison brand. This will separate the analyses in order to compare the data against additional brands.

If you do not select comparison brands, the target brand will compare itself among demographic groups.

METRICS

Next, you will select up to 3 Metrics that you would like to track for insights analysis. The Responses to include column allows you to filter each metric by the criteria selected in the dropdown. To see all data without a filter, select Total responses.

AUDIENCE / DEMOGRAPHIC

Select up to 5 Demographics that will generate breakout comparisons for each pairwise combination. These comparisons will be used in the t-test calculations for the insight.

If you are only analyzing one target brand, the demographics will compare against themselves in the target brand.

If you are analyzing comparison brands against your target brand, the demographics will compare against the different brands.

CONFIDENCE INTERVAL / MINIMUM NUMBER

Lastly, you will select a Confidence level for your analysis between 80-99%. Only statistically significant results based on the selected confidence level will be shown in the insights suite.

You can also indicate the Minimum number of respondents for each comparison group to be considered in the results. This number must be greater than 30.

When finished with this section, select Generate insights to complete configuration. If you would like to edit previous sections, click Back.

Navigating Insights

Use the filters at the top of the page to navigate through the results in the insights suite.

Qtip: The dates shown represent the date range of the responses imported into the analysis.

• Metric: Filter through the metrics selected during the configuration process.
  
• Compare to: Filter your target brand against the other comparison brands included in the configuration.
  
• Demographic: Filter by each demographic that was selected during the configuration setup. You can filter each demographic down further, if applicable.
  

COMPARING BY TARGET BRAND

When selecting your target brand in the Compare to filter, the results page will show the comparison within the demographics of the target brand.

COMPARING BY COMPETITOR

When selecting Competitors in the Compare to filter, an additional brand filter will display that allows you to select which comparison brand you would like to show in the results page. By default, you will be shown all comparison brands. Each demographic breakout is compared to the same demographic in the comparison brand.

COMPARING BY COMPETITOR AVERAGE

When selecting Competitor average in the Compare to filter, the results page will compare the target brand against the average of all comparison brands.

Editing Insights

If at any point you would like to reconfigure your insights suite, click Edit in the upper right corner. This will bring you back to the configuration menu.

Exporting Insights

To export your analysis, select the export icon in the upper right corner, then select the format for your downloaded file. Insights can be downloaded as a .CSV or .TSV file.