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The Results page shows a heatmap, shelf statistics, and product metrics for each Shelf Test Question.

1. Viewing the Heatmap

  1. Click on the Shelf Metrics dropdown menu to toggle Shelf View as:
    • Heatmap: the aggregate data overlaid on the originally programmed Shelf
    • Clicks: precise coordinates where respondents clicked a Shelf
    • Shelf view: a view of the originally programmed Shelf, without respondent data
  2. Click the hamburger menu to download any image as a PNG, PDF, or EPS file.
ShelfResults1.png

Note: If Randomization was enabled, Respondents may have seen a different Shelf layout, but the Results display the image as originally programmed.

 

 

2. Analyzing Shelf summary statistics

When analyzing the results of a Shelf Test, the geometric mean is often used as a way to account for outliers in the data. The geometric mean is most frequently used in economics and finance but can also be used when dealing with values that don't have a finite range, such as money. Unlike the standard arithmetic mean,  the geometric mean does a better job at trying to account for and not be as influenced by extreme outliers. 

In the case of the Shelf Test - because there could be so much behavioral variation where some respondents might fill up their carts - rather than removing them as outliers altogether, the geometric means acknowledges this could be real life behavior but does not let it skew the results.

For example, in the shelf test, average cart spend is calculated using geometric mean because it is a more robust metric that avoids the extreme influence of outliers.

 

Summary statistics for the shelf are displayed below the shelf visualization. Shelf summary statistics include:

  • Average cart spend is the geometric mean of sum of money spent by each respondent
  • Average cart size is the average number (arithmetic mean) of products purchased by each respondent
  • Average number of unique products in cart (per respondent) is the arithmetic mean of products 
  • Average time at shelf is the geometric mean of time spent by each respondent from entering the question to exiting the question
  • Average attention span per product is the average (arithmetic mean) amount of time respondents took to examine individual product images
  • Total products purchased is the sum of all products purchased by all respondents throughout the survey duration
  • Total product spend is the sum of money spent on products purchased by all respondents.
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ShelfResults2.png

 

 

3. Analyzing Product Metrics

  1. Click the Product Metrics drop-down menu below the Shelf summary statistics to toggle between results pertaining to Purchase selection, Purchase quantity, Purchase amount, Attention span, and Time to cart. 
    • Purchase selection represents the proportion of individuals who bought a product.
    • Purchase quantity is the average number (arithmetic mean) of products placed in the cart among those who purchased that product. 
    • Purchase amount is the average (geometric mean) spend on a product among those who purchased that product.  
    • Attention span represents the average (geometric mean) time spent viewing a product's detail view, among those who purchased that product.  
    • Time to cart represents the average (geometric mean) time between starting the task and selecting the product among those who purchased that product.
  2. Hover over bars to get a further breakdown of data per product. When Purchase selection is visualized, hovering will also show live significance testing.
ShelfResults3.png

 

 

4. Exporting the Results

  1. Click the Export icon in the left-hand navigation.
  2. Select Raw CSV or Excel to yield a report that shows only purchase intent.
  3. Select Excel with coded map or JMP to yield a report that shows additional metrics.
ShelfResults4.png