Reports
The Reports section provides detailed analytics on your brand lift studies, including key metrics, statistical significance, and multi-group comparisons.
Key Metrics
Understanding the core brand lift metrics.
| Metric | Description | Example |
|---|---|---|
| Absolute Lift | Percentage point difference between exposed and control groups | +15 percentage points |
| Relative Lift | Percentage increase over the control baseline | +50% |
| Control Baseline | The control group's positive response rate | 30% |
Example Calculation
Control: 30% positive responses
Exposed: 45% positive responses
Absolute Lift: +15 percentage points
Relative Lift: +50%
Charts
Visualize your brand lift data with interactive charts.
| Chart | Description |
|---|---|
| Response Distribution | Bar chart comparing groups by answer option |
| Timeline | Line chart showing responses over time |
| Lift Comparison | Bar chart of lift by test group (multi-group only) |
Statistical Significance
Utiq Pulse uses the chi-square test to determine if your results are statistically significant.
| Indicator | Meaning | Confidence |
|---|---|---|
| Significant | Results are likely real, not due to chance | 95% |
| Highly Significant | Strong confidence in results | 99% |
| Not Significant | Results may be due to random variation | - |
Displayed Metrics
| Metric | Description |
|---|---|
| Chi-Square Value | Statistical test result |
| P-Value | Probability results occurred by chance (<0.05 = significant) |
| Sample Size | Number of responses per group |
Achieving Significance
Aim for at least 300 responses per group for basic significance, 500+ for reliable results, and 1000+ for high confidence.
Multi-Group Reports
When multi-group testing is enabled, additional report views are available.
Available Views
| View | Description |
|---|---|
| Group Summary | Cards showing lift and significance for each test group |
| Lift Chart | Visual comparison of all groups vs. control |
| Comparison Table | Tabular view with all metrics per group |
Response Filters
Filter your report data by response type.
| Filter | Description |
|---|---|
| All | Show all responses (test + active) |
| Active | Live responses only |
| Test | Test data only |
Test Data
Test data is generated for development purposes and should not be included in final analysis. Use the 'Active' filter for production reports.