Using Vividata

Using the table above, answer the following questions (answers provided below):

1. What percentage of Zoomer readers intend to sell their homes in the next 12 months? How about Elle Canada readers?
2. What percentage of people who say their household intends to sell their home in the next 12 months read Zoomer magazine? What about among Elle Canada readers?
3. Which magazine has a higher index for the "sell" question when benchmarked against the overall 14+ population?
4. Based solely on the answers to these questions, which magazine seems like it would be a better fit for an advertisement related to real estate services?

Using the research question, "What energy drinks do female millennials drink most often?" create a table in Vividata.

Based on the table created, which brand of energy drink do female millennials drink most often?

Exercise #1

1. Zoomer Magazine: 5.8%; Elle Canada: 4.5%
2. Zoomer Magazine: 9.4%; Elle Canada: 12.2%
3. Zoomer Magazine (index = 119.4) vs Elle Canada (index = 92.9)
4. It depends! Although a larger portion of Zoomer readers are considering selling, a larger number of sellers read Elle Canada.

Exercise #2

1. Identify splits and questions and add them to the Rows and Columns:
   • Splits = Age - Generation (filtered to Millennials) OR Gender (filtered to Female)
   • Question = Beverages - Energy /Sport Drinks - Energy Brands Drink - Mst Oft
2. Add a filter (depends on what you chose as your split): Gender (filtered to Female) OR Age - Generation (filtered to Millennials)
3. Generate table

Of the female millennials who stated a preference (63% didn't), Monster was the brand they drank most often (12.3%), but Rock Star ran a close second (12.1%).