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)
- The category description (question and category text)
- The questionnaire address (question number and category number)
- The category’s different coverage in three groups:
- The target group
- The non-target group (complementary group)
- The total
- 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 %).