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Working with Longitudinal Data

By October 15, 2023November 3rd, 2023No Comments

Ready for survey data visualization that makes the best use of your most valuable asset – your existing customer data? No matter the source of your research data, KnowledgeHound allows you to access and analyze data from different survey projects, including longitudinal data like that found in brand trackers. We’ve integrated specialized features to facilitate easy analysis of trended data sets. In this video, we give a step-by-step view of the platform as the data from a simulated brand tracker is explored.

At first glance, a summary page is present, adorned with hyperlinks, images, and custom-designed charts and graphs. You’ll notice these visualizations have been strategically pinned for high visibility when shared with others. With a simple click, we immediately dive deeper into the individual survey questions for more detailed analysis.

It’s common for brand trackers to include more than one version of certain key variables. In this example, we have a detailed ‘familiarity’ version and a summarized version, which may offer a more streamlined view. In this video, we focus on the summarized variable and return to the detailed ‘familiarity’ question later.

We present a top two box summary of the ‘familiarity’ question. By default, it is a line chart trending over time, a configuration determined by the researcher who established this study. The quarter is used as a benchmark for trending the results. As we delve into the ‘familiarity’ dimension, we’re presented with options, including Acme and Globex – two hypothetical companies created for this instructional video.

Two distinct lines on the chart articulate the top two box familiarity levels with each brand. For example, in Q4 2016, 82.4% of respondents claimed familiarity with Globex. Observing the progression, we can tailor our view further and even introduce a new variable for comparison – country. Subsequent to this addition, the visuals shift and two extra data points emerge, which are shown in the legend. As the fragmented line charts suggest, the ‘country’ variable might not be consistently captured across quarters, and the system can help you compensate the highest fidelity possible for data visualization. 

We also take a look at how the top two box summary version can be visualized in the way it was asked to survey participants. As a grid question, it’s initially displayed with dual dimensions on the line chart. But, shifting to a spreadsheet gives more flexibility for customization. We further manipulate the view to understand the familiarity scale. This curates a custom top two box and we further customize with a crafted bottom two box. This change further enhances the simplicity of the visualization. As with other view modes, statistical testing and other features can be activated, which we delineated in our “Setting Up Your Visualization” video.

We finish up this data analysis tutorial by reverting to the line chart view. This offers a consistent appearance with the flexibility to alternate between response versions. As earlier demonstrated, variables like ‘country’ can be appended for comprehensive analysis. It’s worth noting that essential metrics are pinned to the summary page in order to streamline access. 

For insights on curating a summary page, especially for longitudinal data sets, our “Creating a Study Summary” video is also a valuable resource. One of the perks of such pinned items is their automatic updates with the addition of new data waves to the platform. This dynamic update is also mirrored in story building.

At KnowledgeHound, our experts are here to assist dynamic research teams by guiding them through a multitude of datasets in KnowledgeHound. The power of integrated data access enhanced with dynamic data visualization tools empowers users to derive meaningful insights efficiently. 

And that’s data analytics made easy. Ready to get more from the data you already have? We’re ready to show you how leading brands are turning raw information into valuable, actionable insights for better brand impact.