Scorecard

Overview

Scorecard puts the headline numbers from your study into a single table: one row for each metric you care about, one column for each product, and significant differences marked so you can see at a glance which product is ahead.

Testing four flavours? A row for overall liking, a row for purchase intent, a row for sweetness — four columns, one per flavour, and green letters showing you which gaps are real rather than chance.

Scorecard works with opinion-scale questions that start at 1, and with numeric-entry questions, and shows one metric per row. Scales that don't start at 1 — a 0–10 scale, for instance — and 1-11 scales aren't supported. Use Crosstabs for those, for every other question type, or for several metrics on the same question; Explore for charts of individual questions.

Throughout this article, Products is the label you see on a physical product study. On a concept study it reads Concepts; on a survey-only study, Surveys.

Where to Find Scorecard

Open Insights and choose the Scorecard tab. The header above the table reads Key Performance Overview — that's the same thing.

It's there from the moment your project is created, so you can build your Scorecard before any responses arrive and let it fill in as results come through. Don't see it? Ask your account manager.

Two Ways to Start

The AI build won't always give you one row per question — some get two, some none — so review what you get and add anything that's missing.

If Let's Go! stops partway or drops you back to the start screen, a 1-11 scale question in that survey is the likely cause: the build halts when it reaches one. The same question can be picked in Select Question and then do nothing, for the same reason. Read those questions in Crosstabs instead.

Each survey keeps its own Scorecard. Switching the Survey control to one you haven't built yet brings the start screen back; switch it back and your original is still there.

Customising Your Scorecard

Click Edit Scorecard in the header, then:

• Add a row — click Add Metric, choose your question in Select Question, then a metric in Select a metric. Highlight AI's suggestion is pre-selected for you. The modal stays open after you add, so you can keep going; click Done when you're finished.
• Edit a row — the pencil icon reopens the same fields with that row loaded.
• Reorder — drag the handle on the left of the row.
• Remove — the trash icon, then Delete to confirm.

You can add the same question more than once with different metrics — overall liking as Top 2 Box, and again as Mean.

Most changes save as you go: reordering saves itself a moment after you let go of the row, and a deletion is saved the instant you confirm it. Adding or editing a metric is the exception — click Add Metric or Update Metric to save it.

The Settings sidebar is hidden while you edit — click Back and your filters are as you left them.

Tip: every row on the finished table has its own metric dropdown, handy for a quick look. That switch only lives in your browser and is gone on reload, so to make it stick, change the row in Edit Scorecard.

Reading the Table

Each column is a product, crossed with any segments you've selected, and carries a letter after its label — Product X (A).

Above the metric rows, N= gives the number of participants in each column. The percentages underneath are worked out on the people who answered that particular question, which can be a smaller number.

Green values with letters mark significant differences: a green value followed by A scored significantly higher than column A. An uppercase letter is your main confidence level; a lowercase letter is your secondary confidence level, if you've set one. Median values are never marked, and neither are numeric-entry rows. Significance and Metrics covers the letters in full, including why a value you expected to be marked isn't.

Downloading Your Scorecard

Download CSV in the header exports the table you're looking at — your saved rows in the order you set them, and your current scope: selected products, segments, survey and confidence levels. Significance letters follow each value. Set your products and segments before you export, so the file is the view you want to share.

Related

• Crosstabs — every metric for every question type
• Explore — charts question by question
• Segments — add groups of participants as extra columns
• Instant Reports — where your saved Scorecard appears in the generated deck

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