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Concept Lab is a tool that allows you to compare concepts or entities on a variety of attributes using either pairwise comparison significance testing or indexing directly in your Results page.

 

Setting up Concept Lab

  1. On the Results page, click the Data Lab tab, and drag the Concept Lab component into your results.
  2. Click the pencil icon on the right side of the header, and give the Concept Lab a more specific name. 
  3. Click the drop-down in the header to select another pre-defined group (identified by any group logic or Smart Loops used in the survey), or click Custom Set up to start with no pre-populated information in the table.
  4. Edit the labels for the entities or attributes by clicking within the appropriate text box.
  5. Click the attribute Data Source drop-downs to select the Question and answer options you would like to evaluate.
  6. Click the Generate Concept Lab button.

Note: Concept Lab is not available for questions with differing numbers of answer options.
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Attribute Data Source options

In Basic mode, attributes are generated from Radio, Progressive Matrix (Single choice only), Star/Smiley, and Slider question types in your survey. The second drop-down contains the answer options listed as programmed. To obtain Top Box, click the drop-down and select the option that corresponds with your most positive scale point (on a 5-pt scale, this will be A1 or A5, depending on how you programmed). Alternatively, select Mean or Mean (reverse coded).

Net: group of whichever answers are indicated. These will allow you to determine box scores like top box, top 2 box, top 3 box, 1.5 top box, and their bottom box equivalents.

Mean: the arithmetic average score for each question/sub-question; coded as A1=1, A2=2, etc.

Mean (reverse coded): the arithmetic average score for each question/sub-question, coded as A1=5, A2=4, etc., on a 5-pt. scale

 

Note: you can only create nets and means in Concept Lab; you cannot compare entities by individual answer choices.
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Significance Testing

The resulting Concept Lab displays the selected concepts side-by-side, with the attributes listed in rows. Click the Analysis drop-down to select Pairwise SigTest (default) or Indexing.

Pairwise SigTest compares the percent of respondents who fell into the selected measurement (for example, Top 2 box) displayed in each cell. An uppercase letter in a specific cell indicates that attribute for that concept is statistically significantly different from the specified concept, at the 95% confidence level. A lowercase letter indicates that attribute is statistically significantly different at the 90% confidence level.

Indexing determines if the individual concept value is statistically significantly higher or lower than the average attribute value across all concepts. Higher is indicated by an up arrow, and lower is indicated by a down arrow.

Note: if you would like to change the confidence levels from the default of 95% and 90%, click the Crosstab analysis tab and adjust the sliders - keep in mind that this changes the confidence levels for all significance testing on this report.
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Adjusting the Concept Lab

  1. Click the Analysis drop-down to toggle the analysis between Pairwise SigTest and Indexing. 
  2. Click the x in the upper left corner of a concept to remove it from view, or click the Add a Concept button to place additional concepts in the table.
    Note: no matter how many concepts you choose, you will only be able to see four concepts on the table at one time - use the arrows that appear to toggle left and right among your concepts.
  3. Click the Show drop-down to change what concepts you view, selecting from the default, All, or Top 3, Top 25%, or None. Adding or removing concepts will automatically change this dropdown menu to custom.
  4. Click the Rank by: drop-down to rearrange the order of concepts from left to right. Original order arranges concepts as you entered them in the table. Select an attribute from the list to rearrange the order of concepts from highest percentage of that attribute on the left, to lowest on the right.
  5. Click the Expand icon to view and manipulate the Concept Lab in Full Screen mode.
    Note: This will allow you to view more than four concepts at one time.
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Concept Lab Exports

Once a Concept Lab has been added to your Results page, it will appear in Excel Summary and Powerpoint exports. Keep in mind that whatever selections are in view (e.g. Indexing for Top 25%) will dictate what you see in the export.
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View a demo report. (Note that not all Concept Lab features will be accessible.)