How should I interpret a Dig report?

The standard Dig report may at a first glance be somewhat difficult to understand, but when looking into it, it can be seen as a summary of all the significant findings in the questionnaire (or the dig questions):

In addition to the target group size and description on the top, the analysis has the following fields as standard (normally sorted by significance level)

  1. The category description (question and category text)
  2. The questionnaire address (question number and category number)
  3. The category‚Äôs different coverage in three groups:
    1. The target group
    2. The non-target group (complementary group)
    3. The total
  4. Significance level, e.g. if this shows 96,8%, it means that the the coverage of this category in target group is different from the total at a significance level of 96,8%.

You will always have to look at these figures with care hence there may be some spurious relationships present.

Best practice to give a meaningful descrpition to the target group is to look for those categories having both a high significance value and a reasonable coverage in the target group (vertical %).