As you change from one view to another, the WHAT row/answers selected (checked) remain the same unless you change them.The Target Profile report helps you pinpoint lifestyle characteristics for a particular group of people. You can identify unique groups of people and uncover duplication between the different groups. The result is a profile of your advertiser's target market.
You can determine the shopping habits, product consumption and media usage for your station's audience. Advertisers may also ask for qualitative information with their avail requests.
You can view or print PDF versions of each report view. You can also export the report to a comma-delimited .csv file which will look like the cross category view without formatting.
View samples:
• Target Profile (By Category) — displays the data in the order of your WHAT Selections. You can sort by category/question/answer.
• Target Profile graph — a horizontal or vertical bar chart based on the sort estimate and the selected (checked) WHAT answer rows...
• Cross Category view doesn't show criteria items in WHAT order but in sentence format (for Scarborough datasets) or Question: Answer format (for Retail Direct or Qual Diary) and sorted by a selected estimate based on the WHO selection. You can sort by the WHAT column to recreate the category (WHAT) view.
• Pop/Intab view shows the qualitative population and in-tab.
As you change from one view to another, the WHAT row/answers selected (checked) remain the same unless you change them.
To create a Target Profile report:
1 Select a qualitative survey.
The Target Profile report requires qualitative data from Scarborough, Scarborough Mid-Tier, RetailDirect or Nielsen Radio Qualitative Diary Service. If more than one qualitative data source is available, you'll see the available surveys listed on separate tabs — one for each provider.
2 Select a demo:
• Choose gender and an age range.
• Click checkboxes to change ethnicity settings.
The default is All. Click the All checkbox to clear it and select other ethnicity combinations. If you limit the ethnicity and there aren't enough respondents Tapscan will alert you with a message.
• Optionally, type a name and click Save to keep your selections as a favorite.
• Click OK.
3 Select the target audience:
• Click the QualCategory: WHO do you want to look at? link.
OR you can select up to three sets of category-question-answer selections to define three WHOs.
You can run the Target Profile without a WHO and base the report on the demo and geography alone. Use the Run Report Without a WHO or Clear My Current WHO button to remove any selections.
• Select items from the Category, Question and Answer boxes:
– You can highlight categories, questions, or specific answers.
When you select a single category, all questions and answers associated with that category are automatically displayed in the Questions list. When you select a single question, all answers associated with that question are automatically displayed in the Answers list.
– Click the Add Selections button to add your selections to the selected box.
You can add answers to either list. You can also click the AND/OR toggle link between answers to switch.
• Optionally, type a name and click Save to create a favorite.
The name can contain letters, numbers, or special characters.
• Click OK to save your choices.
4 Select category, question and answer combinations for the WHAT list:
• Click the QualCategory*: WHAT do you want to know about... link.
• Select items from the Category, Question and Answer boxes:
– Select a category in the first column. Then click a question and an answer and click the Add Selections button to add your selections to the selected box below.
– Or select a single category and click the Add Selections button to add your selections to the selected box below.
When you select a single category, all questions and answers associated with that category are automatically selected.
– Or click the Add All Categories button at the bottom of the dialog to select all categories, questions and answers.
• Optionally, click the Add a Custom What link and select the category, question and answer items to create a custom WHAT selection.
You can remove individual items by clicking the 
after the item. At least one selection is required to create the report. The criteria can be simple, like "Listens to WAAA-FM Mon-Fri 6am-10am" or complex with combined criteria joined by AND/OR, like "Listens to WAAA-FM Mon-Fri 6am-10am OR Mon-Fri 3pm-7pm."
• Click OK to save your choices.
If you receive a message that your report exceeded the maximum limit of rows, click OK to process the report and export it to a spreadsheet as a .csv file or click Cancel to stop processing. You can reduce the number of WHAT selections and process the report again. You can only view reports that are 1,400 rows or less.
5 Optionally, change selected estimates:
• Click the Estimates link.
• Click checkboxes to select or clear estimates.
Default estimates are target persons, percent of target, and index.
• Optionally, select estimates to show for your base demo.
You can't order or sort base estimates.
6 Optionally, narrow your report by setting boundaries for estimate values:
• Click the Estimates Range link in the parameters pane.
• Select an estimate in the Estimate #1 drop-down.
The list includes only estimates selected for the report.
• Choose one of the operators in the drop-down list.
• Type a value that works for the estimate you selected in the empty box.
For example: Base Persons >= 100,000 or Target Persons >= 100; % of Target > 50; Index = 100
• Optionally, repeat steps to add selections for Estimate #2, and then select AND/OR to join the two estimates.
7 If you select the Graph view, you can also select the estimate to graph in the drop-down list at the top of the graph.
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