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Tutorial: Create your first presentation (Scarborough dataset)

Let's create a simple presentation in Rhiza for Research to introduce you to the interface and some of its capabilities. In this presentation, we want to look at Starbucks consumers in a certain market and find out what their average income is; we then want to add a second market for comparison. We'll use a column chart visualization to examine the data, and then save the presentation as a Microsoft PowerPoint file that can be shared with others.

Before you begin

Before starting this tutorial, make sure you've met the following prerequisites:

Step 1: Log in and start your presentation

  1. Log in Rhiza for Research and navigate to the Reports tab.
  2. Click the Research report icon, and then click the Research Report link to open a new report.

    Click the Research icon first, then click the Research Report link

    Figure 50: Click the Research icon first, then click the Research Report link (click to enlarge)

    When the new report opens, it looks like this. Note the following key areas you'll be using in this tutorial.

    The key areas of a new presentation

    Figure 51: What you see when you open a new Research presentation; key areas are called out (click to enlarge)

  3. Rename your presentation:
    1. Click Untitled Presentation at the top of the report. The name changes to a text box.
    2. Type Starbucks Drinkers, and click OK.
  4. Rename the untitled section by clicking Untitled Section, typing Starbucks Drinkers: Average Income, and then clicking OK.
  5. Save the presentation by clicking Save Presentation at the top right of the page. From this point forward, any work you do is automatically saved.

Step 2: Add data

  1. In the Target Series pane, click Create Target Series to open the Create Target Series wizard. This is where you will specify everything you need for your target series, including the dataset, the target, and the attributes you want to group by.

    The Create Target Series wizard when you first create a new target series

    Figure 52: The empty Target Series Creation wizard (click to enlarge)

  2. In the Series Title field, type Starbucks Drinkers: New York.

  3. In the Select a Dataset tab, start typing Scarborough USA+, then select it when it appears in the list. Click Next.

    Adding a title and a dataset to the target series

    Figure 53: Adding a title and a dataset to the target series (click to enlarge)

  4. In the Select a Target tab, define the target audience -- in this case, Starbucks drinkers in the New York DMA.
    1. In the Map-Based sub-tab, scroll down to expand the DMA attribute, and then type New York.

      Defining the DMA attribute for our target

      Figure 54: Defining the DMA attribute for the target (click to enlarge)

    2. In the Survey-based sub-tab, start typing Starbucks in the search box; the list of attributes will narrow down until only those that contain the word "Starbucks" in a question or answer are shown.
    3. Click the Starbucks answer under the question Quick Service Restaurants Used Past 30 Days.

      Define your target by selecting attributes and adding values for them

      Figure 55: Choosing the attribute or attributes you want to use to define your target from the list of survey questions and answers (click to enlarge)

    4. Click Next to move to the Group By tab in the wizard.
  5. In the Group By tab, specify how you want to group -- or categorize -- the results that are returned. Here, we are going to group them by a particular question in the dataset that asks them about their household income.

    1. In the Survey-Based sub-tab, start typing Household income (HHLD) in the search box; the list of attributes will narrow down until only this one is available. (Hint: If the search has trouble finding this question, you can look for it under the Household demographics category.)

      Group the target series results by a specific survey question and its answers

      Figure 56: Use the search feature to find survey questions and answers you want to group by; you can include some or all of the answers (click to enlarge)

    2. Select all of the answers.
  6. Click Save Series in the bottom of the Series Summary area. The series configuration wizard closes and you are returned to the main body of your presentation.
  7. Click Apply Changes. By default, Rhiza for Research generates a table visualization by with the results of your query. (Later on, we will create a column chart to better visualize this data.)

    As you can see, all of the Starbucks drinkers in the New York DMA are shown in the table, broken out by income level; you can click any column header to sort the table that way. For more information about what weighted values mean, see Nielsen Scarborough FAQs. For more information on calculated values (for example, proportion), see Calculated Values.

    The table shows all New York Starbucks drinkers, broken out by income level

    Figure 57: The table shows all New York Starbucks drinkers, broken out by income level (click to enlarge)

 

Step 3: Add a second Target Series

Let's add a second target series so that we can compare Starbucks drinkers in New York with Starbucks drinkers in another market. We can accomplish this quickly by using the Copy Series function and making a quick edit to the target series in the Select a Target tab.

  1. In the Target Series pane, click the gear icon next to our Starbucks Drinkers: New York series, and then click Copy Series. The Create Target Series wizard opens; it's pre-populated with the information from the original target series.

    Use the Copy Series function to quickly create a similar target series

    Figure 58: Select Copy Series from the gear icon to quickly create a similar target series (click to enlarge)

  2. In the Series Title field, type Starbucks Drinkers: Pittsburgh.
  3. On the Select a Target tab, click DMA, and then type Pittsburgh.

    Update the target series title and the target filters

    Figure 59: Update the target series title and the target filters (click to enlarge)

  4. Click Save Series. The Create Target Series wizard closes.
  5. From the Target Series pane, click Apply Changes. You'll notice that nothing happens in the visualization pane, although Rhiza for Research did create the target series and return the results. We need to explicitly add a visualization now to show both target series, so let's move on to the next section.

 

Step 4: Add and configure a visualization

We have a basic table that shows the data for the first target series (Starbucks Drinkers: New York) we defined; in this section, we're going to add a column chart that shows the results of both target series so that we can compare them. Note that we can do this only because our two target series use the same dataset and the same grouping. If either target series used a different dataset or grouping, we could not display them on the same chart.

  1. From the top menu bar, click Add Viz > Column Chart.

    Use the Add Viz button to add a column chart

    Figure 60: Use the Add Viz button to add a column chart (click to enlarge)

    Rhiza for Research generates the column chart to show the New York and Pittsburgh Starbucks drinkers grouped by income level. Notice, though, that the chart is a bit hard to read; the income levels are truncated and the X axis is simply titled "Response." In addition, it displays the actual respondent count rather than the recommended weighted individual count (see Nielsen Scarborough FAQs for more information) and the visualization has no title. We'll have to resolve this by using the chart configuration options.

    The original chart showing Starbucks drinkers in New York and Pittsburgh

    Figure 61: The original chart showing Starbucks drinkers in New York and Pittsburgh; it has some visual and data-related issues that we can resolve by using the configuration options (click to enlarge)

    Notice that there seem to be a lot more Starbucks drinkers in New York than in Pittsburgh; is it because people in Pittsburgh don't like Starbucks as much? More likely is the scenario that there are simply fewer respondents in Pittsburgh than in New York. To confirm this theory and to make sure it's accurately represented on the chart, we can do a bit more chart configuration.

  2. Click Column Chart to make the title editable, and then type Starbucks Drinkers, Grouped by Income.
  3. From the top of the chart, click the gear icon, click Configure, and then make the following configuration changes:
    1. In the Series tab, expand both series and click Labels > Show Labels.

      Adding labels to the data on the chart

      Figure 62: Adding labels to the data on the chart; do this for each target series (click to enlarge)

    2. In the X Axis tab, type Income level in the Axis Title field and adjust the Label Rotation option to 45°.
    3. Configure the X Axis title and label rotation

      Figure 63: Configure the X Axis title and label rotation (click to enlarge)

    4. In the Y Axis tab, set the value of Data to Display to Total Weighted Individuals. This gives us a better representation of the general population than the individual respondent count.

      Configure the Data to Display option on the Y Axis tab

      Figure 64: On the Y Axis tab, specify that the chart should display the data for Total Weighted Individuals (click to enlarge)

  4. Click OK to close the configuration dialog box. The chart is updated to include respondent counts for each column so that you can see at a glance why the comparison looks the way it does. You can also hover over any column to get more information. Indeed, there are far fewer respondents in Pittsburgh than in New York, which explains why the chart looks like there are so many more Starbucks lovers in New York.

    Hovering over a data point gives you more information about it

    Figure 65: You can hover over any point on a chart to see more information about it (click to enlarge)

 

Step 5: Create a PowerPoint Presentation

Create a PowerPoint version of your presentation by clicking Actions > Generate PowerPoint at the top of the screen.

When your presentation has finished generating, you can download it by clicking Download PowerPoint or share it by clicking Actions > Share Presentation.

 

Congratulations! You've just created your first Rhiza for Research presentation. (Hint: If you want to find it later, you can always head to the Presentations tab and look for the presentation named Starbucks Drinkers.)

 

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