Review Final Survey Results with Statistical Insights
Overview
The Scorecard page in Insights becomes available once your surveys are closed, showing final results in a customizable table. You can create your own scorecard by selecting specific questions and metrics, then reorder them by importance. Enriched with statistical significance, Scorecard helps you compare products and segments with confidence on metrics that matter most to your research.
Creating Your Custom Scorecard
When you first visit the Scorecard page after surveys close, you'll see a welcome screen titled "Jump into your Scorecard" with two options to get started:
- Let's Go!: Automatically creates a scorecard using the first 10 scale questions with recommended metrics (Top 2 Box, Mean, etc.). This gives you a quick foundation to build from.
- Start from Scratch: Opens the scorecard editor so you can manually select specific questions and metrics that align with your research objectives.
Note: Scorecard creation requires your surveys to contain scale questions (1-3, 1-5, 1-7, 1-9, 1-11 point scales). If no scale questions are available, you'll see an alert explaining that scorecards cannot be created.
Customizing Your Scorecard
Click Edit Scorecard to modify your scorecard using the drag-and-drop interface:
Adding New Metrics
- Click Add Metric to open the selection modal
- Choose from the Select Question dropdown (searchable, shows occurrence counts)
- Review the question details including scale type and full question text
- View Suggested Metrics based on the question type (e.g., Top 2 Box for 5-point scales)
- Pick your preferred metric from Select a metric dropdown
- Click Add Metric to save
Managing Your Metrics
- Reorder entries: Drag the move handle (+) on any row to rearrange questions by importance
- Edit metrics: Click the edit icon to change the question or metric type
- Delete entries: Click the trash icon and confirm deletion in the popup dialog
Your changes save automatically as you work.
Accessing Final Results
Your customized scorecard displays as a table organized by:
- Rows: Your selected survey questions in your chosen order. Labels match those from Explore.
- Columns: Combination of Products and Segments.
This setup lets you focus on the specific metrics that matter most for your research objectives.
Filtering with Selectors
Customize your Scorecard with selectors at the top:
- Survey Selector: Choose which survey's data you want to analyze. By default, you view the Trial Survey, which allows for product comparisons. You can also select other available surveys such as Screener survey, Pre-trial surveys, or Post-trial surveys, if your project includes them.
- Product Selector: Pick from Products and Product Groups (same as Explore). Note: The Product Selector is not used when you select a Screener, Pre-trial, or Post-trial survey, as these surveys are not product-specific.
- Segment Selector: Choose Segments like demographics or survey questions (same as Explore). You can use the Segment Selector to analyze responses for all survey types, including Screener, Pre-trial, and Post-trial surveys.
- Confidence Level Selector: Set the statistical confidence level. Options are 99%, 95% (default), 90%, 85%, or 80%. You can only select one at a time.
Adjust these to focus on the data that matters most.
Understanding Metrics
Each question in your scorecard uses a specific metric based on its answer scale. The available metrics depend on your question's scale size:
Available Metrics by Scale Type
3-point scale questions:
- Top Box, Middle Box, Bottom Box, Mean
5-point scale questions:
- Top Box, Top 2 Box, Top 3 Box, Middle Box, Bottom 3 Box, Bottom 2 Box, Bottom Box, Mean
7-point scale questions:
- Top Box, Top 2 Box, Top 3 Box, Middle Box, Bottom 3 Box, Bottom 2 Box, Bottom Box, Mean
9-point scale questions:
- Top Box, Top 2 Box, Top 3 Box, Middle 3 Box, Bottom 3 Box, Bottom 2 Box, Bottom Box, Mean
11-point scale questions:
- Mean
How Metrics Work
Metrics help you understand survey responses by grouping ratings into meaningful categories. Here's what each type means:
Top Box Metrics (Positive Responses)
These show the percentage of people who gave high ratings, indicating satisfaction or agreement:
- Top Box: Only the highest possible rating
- Example: On a 5-point scale (1-5), only responses of "5"
- Useful for measuring excellence or "definitely yes" responses
- Top 2 Box: The two highest ratings combined
- Example: On a 5-point scale, responses of "4" and "5" combined
- Most commonly used - shows general satisfaction or likelihood
- Top 3 Box: The three highest ratings combined
- Example: On a 7-point scale, responses of "5", "6", and "7"
- Shows broader positive sentiment
Middle Box Metrics (Neutral/Optimal Responses)
These focus on middle ratings, particularly useful for "Just About Right" questions:
- Middle Box: The exact center rating(s)
- Example: On a 5-point scale, only responses of "3"
- Perfect for "Just About Right" questions where middle = ideal
- Middle 3 Box: Three middle ratings (only available for 9-point scales)
- Example: On a 9-point scale, responses of "4", "5", and "6"
- Shows the neutral/acceptable range
Bottom Box Metrics (Negative Responses)
These show the percentage of people who gave low ratings, indicating dissatisfaction:
- Bottom Box: Only the lowest possible rating
- Example: On a 5-point scale, only responses of "1"
- Highlights serious problems or strong disagreement
- Bottom 2 Box: The two lowest ratings combined
- Example: On a 5-point scale, responses of "1" and "2" combined
- Shows general dissatisfaction or negative sentiment
- Bottom 3 Box: The three lowest ratings combined
- Example: On a 7-point scale, responses of "1", "2", and "3"
- Captures broader negative sentiment
Mean (Average Rating)
- Mean: The mathematical average of all responses
- Example: If 100 people rate something and the total adds up to 720, the mean is 7.2
- Shows overall performance as a single number
- Useful for tracking trends over time
Reading Your Results
- Box metrics display as percentages: "68%" means 68% of respondents gave ratings in that range
- Mean displays as a decimal: "7.2" is the average rating on your scale
- Higher percentages in Top Box = better performance
- Higher percentages in Bottom Box = areas needing improvement
Interpreting Statistical Significance
Scorecard uses common market research notation to highlight statistically significant results. Here's how it works:
- Each column gets a letter (A, B, C, etc.).
- A green cell means the value is statistically higher than another column at your chosen confidence level.
- The cell includes the letter of the column it's higher than (e.g., "A" means higher than column A).
- We use pair-wise, two-tailed tests: t-tests for Mean, z-tests for proportions. Columns with fewer than 15 responses aren't tested.
Example: Imagine a "Satisfaction" question (5-point scale, Top 2 Box):
- Column A (Product X): 70%.
- Column B (Product Y): 85% (green, with "A").
At 95% confidence, Column B's 85% is statistically higher than Column A's 70%, so it's green with an "A" to show the comparison. Only higher values are highlighted, lower ones stay plain.
Tip: Adjust the Confidence Level to see how significance changes.
Exporting Your Scorecard
Save your custom scorecard as a CSV file:
- Click Download CSV to export your current scorecard configuration
- The file includes all your selected metrics with current Product and Segment filter settings
- Your custom metric selection and ordering are preserved in the export
Tip: Export after making Product and Segment selections to share specific views with your team. The exported file reflects your personalized scorecard setup, making it easy to share tailored insights.
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