PRIME Lingo - Nielsen

Complete Training Guide 

PRIME Lingo 

Use the blue links below to navigate directly to any of the Help Topics included in this training supplement. 

Software Basics 

Getting Started 

Prime Lingo Login and Default selections such as 

study, password, and report preferences. 

Using Go! Guide 

How to build Profile or TV Ranker reports 

in a few quick steps. 

QuickView Reports 

How to build presentation ready one-sheet reports 

in a few quick steps. 

How to Read 

Guide to interpreting data on your Profile, 

Crosstab, and Trender Reports. 

Documents Explorer 

Learn how to manage your documents. 

Using Reports 

Report Builder 

Comprehensive guide to building reports in Report Builder, 

as well as Report formatting options within those reports. 

Reach Analysis 

How to construct and analyze media schedules. Statistics 

provided include Reach, Frequency, and Cost-effectiveness. 

On the Fly Custom Definitions 

Create your own custom definitions quickly with a few clicks. 

Graphing 

How to create graphs within Report Builder. 

Mapping 

Using Prime Lingo and Microsoft MapPoint, create a map showing 

which geographies over or under-index for the selected target. 

For assistance, please call the Nielsen Solutions Center at 1-800-423-4511. 

Confidential and Proprietary—Copyright © 2012 The Nielsen Company 


Using Tools 

Custom Definitions 

Build custom definitions with simple or advanced logic, 

while saving, adding to reports, and organizing for future use. 

Custom TV Dayparts 

Build custom tv dayparts to add to reports, save, 

or organize for future use. 

Custom Trade Area 

Build custom Trade Areas to profile geographic targets 

in your DMA. 

Administrator Users 

How to add, modify, or delete users in your company. 

Sharing via Cloud 

How to use the Cloud to share documents, 

custom definitions, custom trade areas and 

custom TV dayparts beyond your workgroup. 

Exclusive Audience 

Use Custom Definitions to create a group of people 

who only watched your station or daypart. 

Reliability Notifications 

Definitions and details about how to set the 

sample reliability indicators. 

1 Enroll 2 Download 3 Watch 

http://en-us.nielsen.com/sitelets/cls/ 

PRIME Lingo® – Complete Training Guide 1


Getting Started 

Accessing the PRIME Lingo website 

To log into PRIME Lingo, go to www.myprimelingo.com. 

In the top right corner, click the orange Let’s Lingo! box to open. 




If this is the first time you’ve used PRIME Lingo, click on the Are you a new user? link to get an auto reply email with a temporary 

password. If you forgot your password, click on Forgot your password? to have a temporary password emailed to you. 

Setting Options 

Select Default Settings from the left-hand navigation on the Home page under PRIME Lingo Tools. 

Studies 

Set default market/release 

Password 

Change Password 

My Info 

Update Name or Email 

Report Options 

Default Report View to Profile or Crosstab 

Set verbiage for using Target or Vertical 

Studies 

Select the most current release of data for your market. 

You’ll typically work in the most recent release, since you 

can always trend or change your release from within a report. 

Note 

Data is released and uploaded 

to PRIME Lingo twice a year. 

See the Home page for the 

current data delivery schedule. 

On the login screen you will enter your password. 





Using the Go! Guide 

Create commonly used reports with this step-by-step guide. 

Once logged in click on Go! Guide located in the PRIME Lingo Features section. 

To navigate through the Go! Guide, simply click on the Next/Previous arrows located 

at bottom right. 








You can choose between a Profile or TV Ranker report and both are covered in this document. 

Profile Report Prebuilt report(s) for your selected target. 

TV Ranker Report Rank station(s) dayparts for your selected target. 

Profile Report Step 1 — Select the Report Type, Study & Base. 

Profile Report Step 2 — Select your Target Category type. 




To change any of the default selections, 

click on the drop-down arrows and then 

double-click on your new selection. 

In the orange bar at the bottom of the screen 

you will see your selections. 

Once complete, click Next to go to Step 2. 

The Scarborough database is filtered to 

only show categories and responses that 

correspond with the selected target type. 

Click Next to go to Step 3. 





Profile Report Step 3 — Select your Target. 

Profile Report Step 4 — Select the report(s) you want to run. 




Use the (+) to expand categories. Once you find 

your target, double-click to select it. You may 

also use the Search function to locate your target. 

Pre-saved Custom Definitions, Trade Areas and TV 

Dayparts are available in these reports, and you 

can also create On-the-Fly Custom Definitions. 

To select your Target, double-click on the desired 

item from the database. The new Target should be 

reflected in the orange section at the bottom of 

the screen. 


Click Next to see your results which are covered 

on page 6. 





TV Ranker Report Step 1 — Select TV Ranker, Study & Base. 

TV Ranker Report Step 2 — Select your Target. 




Change the report type by selecting TV ranker 

from the drop-down menu. To change any of the 

other default selections, click on the drop-down 

arrows and then double-click on your new selection. 

Expand the list of the categories by clicking (+). 

Locate your Target and double-click to select. 

Utilize the search function if needed. 

Pre-saved Custom Definitions, Trade Areas, 

and Custom TV Dayparts are available in these 

reports and you can also create on the fly 

custom definitions. 






TV Ranker Report Step 3 — Select the dayparts to be included in your report. 




Select stations and dayparts by clicking 

on the (+) to expand the daypart. 

Make selections by clicking (and holding 

the CTRL key to select several stations or 

dayparts at once), to highlight, and move into 

the Selected Dayparts and Stations box using 

the right arrow (>>). 

Custom dayparts are at the top of the category 

list. Expand list by clicking (+). 


TV Ranker Report Step 4 — Select the measure on which you would like to rank your report. 

Click Next. 





Results 

At the top of the report, you have the ability to: 

1.) Send to Report Builder to expand on your Go! Guide report. 

2.) Export your report. 

3.) Send the report to your e-mail. 

You can re-sort your report by right-clicking over the measurement column you want to sort by. 




Use the drop-down from Your Current Report to toggle between Profile Reports or Cume and Average data for TV Rankers. 

Sort Across Category – 

Sorts all data on the report regardless of 

Category/Daypart (Ascending or Descending). 

Sort Within Category – 

Sorts each Category/Daypart separately, 

keeping responses organized within the 

Category/Daypart (Ascending or Descending). 





Quick View Reports 

Quick View Reports guide you through a few selections which result in customized, 

presentation-ready reports. 

Step 1 – Select Study and Base. 

Under Prime Lingo Features, 

click Quick View Reports. 




To change any of the default selections, 

click on the drop-down arrows and then 

double-click on your new selection. 






Step 2 – Select Target(s). 

Step 3 – Select the Report(s) and Measure(s). 




Expand the list of the categories by clicking (+). 

Locate your Target and double-click to select. 

Utilize the search function if needed. Pre-saved 

Custom Definitions, Trade Areas, and Custom 

TV Dayparts are available in these reports 

and you can also create on-the-fly custom 

definitions. The orange section at the bottom 

of the screen will update as you add Targets. 


You can view a description of what each report 

will provide by hovering your mouse over the 

report name. Select reports by clicking the 

box to the left of each report name. You may 

select as many as you’d like. Select up to two 

Measures at the bottom of the page. 

Click Next to process your report(s). 





Results 

1 

2 

3 



Your reports should process within seconds. 

Speed will vary depending on the number of 

Targets and Reports selected. 

You can preview, open or download your finished reports from the Results page. 

1.) To preview, simply click on the thumbnail of the report. 

2.) To open in Excel or Adobe Acrobat, click on the appropriate icon below the thumbnail. 

3.) To download all reports at one time, click on your preferred file format in the orange box for a Zip file. 





How to Read Profile Reports 

Scarborough Research 

PRIME Lingo--Profile Report 

Market/Release: Anytown, USA 2010 Release 2 Total (Aug 2009 - Jul 2010) 

Base: Total Adults 18+ Projected: 3,844,938 Respondents:2,459 

Target: Department stores: Stores shopped past 3 months: Macy's 

Projected: 686,858 Respondents: 507 Percent of Base: 17.9% 




Base Pop Base % Target Pop Target % Index 

Base Total 3,844,938 100.0% 686,858 100.0% 100 

Sex of respondent 

Men 1,915,239 49.8% 215,614 31.4% 63 

Women 1,929,699 50.2% 471,244 68.6% 137 

Age of respondent 

summaries 

Adults 18 - 34 1,227,422 31.9% 220,968 32.2% 101 

Adults 25 - 54 2,121,509 55.2% 411,290 59.9% 109 

Adults 55 or older 1,221,469 31.8% 194,221 28.3% 89 

Level of education 

Base: Defaults to Adults 18+ in the DMA 

There were 2459 adults 18+ surveyed, 

which projects to 3,844,938 adults 18+ 

in the DMA. 

Target: Who is the focus of the report. 

507 respondents in the survey met the 

target criteria, which projects to 686,858 

adults who shopped at Macy’s in the 

past 3 months. This represents 17.9 % 

of the base (507/2459). 

Find the target in the header, then read down the Target Population or Target % column and then read over to the left to get the row criteria. 

Example: “Of the people who shopped at Macy’s in the past 3 months, 59.9% of them are age 25-54.” 

These columns represent the BASE These columns represent the TARGET 

High school graduate (12th 

grade or GED) 

College graduate (4 year 

1,171,787 30.5% 188,494 27.4% 90 

college) 495,860 12.9% 94,026 13.7% 106 

Post graduate degree 327,260 8.5% 97,643 14.2% 167 

BASE POP / BASE % 

The amount of the BASE that 

meets the row criteria expressed 

either as population or percent 

Example: Of all Adults 18+ in 

the DMA, 495,860 are college 

graduates, which is 12.9% of 

Adults 18+ in the market. 

TARGET POP / TARGET % 

The number of TARGET 

respondents that meet the row 

criteria expressed either as 

population or percent. 

Example: Of all the people 

who shopped at Macy’s in the 

past 3 months, 13.7% of them 

are college graduates, which 

projects to 94,026 people. 

INDEX 

Shows likelihood or efficiency, 

where 100 is average. It is a 

comparison between the target 

% and the total %. 

Example: People who shopped 

at Macy’s in the past 3 months 

are 6% more likely to be 

college graduates than the 

average adult in the market. 




How to Read Crosstab Reports 


PRIME Lingo--Crosstab Report 

Market/Release: Anytown, USA 2010 Release 2 Total (Sep 2009 - Aug 2010) 

Base: Total Adults 18+ Projected: 3,074,024 Respondents: 2,293 




Base: Defaults to Adults 18+ in the DMA 

There were 2,293 adults 18+ surveyed, 

which projects to 3,074,024 adults 18+ 

in the DMA. 

Spanish/ 

Hispanic 

origin 

Spanish/ 

Hispanic 

origin 

Base Total Yes No 

Base Total Target Pop 3,074,024 552,821 2,521,203 

Target % 100.0% 100.0% 100.0% 

Index 100 100 100 

Row % 100.0% 18.0% 82.0% 

TV programs - 

type typically 

watch 

Local news - 

evening Target Pop 

TARGET POP 

TARGET persons that meet the row 

criteria expressed as a population. 

1,333,856 275,268 1,058,588 

Target % Example: 275,268 Hispanics typically 

43.4% 49.8% 42.0% 

Index 

watch Local Evening News. 

100 115 97 

Row % 100.0% 20.6% 79.4% 

Local news - 

late Target Pop 

Target % 

Index 

TARGET % 

TARGET persons that meet the row 

criteria expressed as a percentage. 

Example: 23.4% of non-Hispanics, 

typically watch Local Late News. 

763,894 

24.8% 

100 

174,303 

31.5% 

127 

589,591 

23.4% 

94 

Row % 100.0% 22.8% 77.2% 

INDEX 

Local news - 

morning Target Pop 

Shows likelihood or efficiency, where 

100 is average. It is a comparison 

1,093,805 216,867 876,938 

Target % 

Index 

between the target % and the total %. 

Example: Hispanics are 10% more likely 

to watch Local Morning News than the 

35.6% 

100 

39.2% 

110 

34.8% 

98 

Row % average adult in the market. 

100.0% 19.8% 80.2% 

Movies Target Pop 

Target % 

ROW % 

The amount of the ROW that meets the 

1,777,973 

57.8% 

352,032 

63.7% 

1,425,941 

56.6% 

Index 

Row % 

target criteria expressed as a percentage. 

Example: Of people who typically watch 

100 

100.0% 

110 

19.8% 

98 

80.2% 

Movies on TV, 80.2% are non-Hispanic. 




How to Read Trender Reports 


PRIME Lingo--Trender 

Market/Release: Anytown 2010 Release 2 Total (Sep 2009 - Aug 2010) 

Base: Total Adults 18+ Projected: 3,074,024 Respondents: 2,293 

Trending options: 

Anytown 

2009 

Release 2 

Anytown 

2010 

Release 

2 

Period 1 Period 2 

You may choose to view the data from oldest -tonewest 

or newest-to-oldest. To avoid overlapping 

data, it is recommended using like-studies only (ex: 

Release 2 2009 and Release 2 2010). You may 

trend as many studies as are available to you. 



Base Total Work at home 

Anytown 

2010 

Release 2 

Change 

Period 1 

to Period 

2 

Anytown 

2010 

Release 2 

% Change 

Period 1 

to Period 

2 

Anytown 

2009 

Release 

2 

Anytown 

2010 

Release 

2 

Period 1 Period 2 


Anytown 

2010 

Release 2 

Change 

Period 1 

to Period 

2 

Anytown 

2010 

Release 2 

% Change 

Period 1 

to Period 

2 

Base Total Target Pop 3,019,966 3,074,024 54,058 1.8% 144,913 147,146 2,233 1.5% 

Items bought on the Internet past 12 months 

These columns represent the BASE These columns represent the TARGET 

• Learn how to manage documents 

using the Documents Explorer. 

These are the 

data columns 

for the reporting 

period selected. 

These columns 

calculate the 

change from studyto-study. 

You may 

choose to view as 

actual difference, 

percentage 

difference, or both. 

Target % 100.0% 100.0% 0.0% 0.0% 100.0% 100.0% 0.0% 0.0% 

Books Target Pop 709,412 796,764 87,352 12.3% 51,096 69,231 18,135 35.5% 

Target % 23.5% 25.9% 2.4% 10.3% 35.3% 47.0% 11.8% 33.4% 

Clothing or 

accessories Target Pop 708,995 720,119 11,124 1.6% 42,188 61,949 19,761 46.8% 

Target % Release 23.5% 2 2009 23.4% shows 709,412 -0.1% Adults 18+ in -0.2% Anytown bought 29.1% 

books on the Internet within the past year. In Release 2 2010 

42.1% 13.0% 44.6% 

that number grew to 796,764. That’s an increase of 87,352 

Flowers Target Pop Adults 239,894 18+ in 179,371 Anytown that purchased -60,523 books -25.2% online, which 9,242 18,075 8,833 95.6% 

Any Internet 

purchase past 

Target % is a 7.9% 12.3% increase 5.8% from Release -2.1% 2 2009 to -26.5% Release 2 2010. 6.4% 12.3% 5.9% 92.6% 

12 months Target Pop 1,890,791 1,874,318 -16,473 -0.9% 116,161 108,094 -8,067 -6.9% 

Target % 62.6% 61.0% -1.6% -2.6% 80.2% 73.5% -6.7% -8.4% 






What is Documents Explorer? 

The Documents Explorer is located in the PRIME Lingo® Features 

Menu. This feature allows you to manage your Documents and 

Custom items by Deleting, Renaming and Copying or Moving 

folders and items. 

Open Documents/Reports 




Locate your saved document or custom item and select Open or Open as Copy. In Documents you have the option to retrieve 

a Saved Document/Report by clicking Open or Open as a Copy. When using the Open option, any edits made to the document 

or custom item will overwrite the original. Using Open as a Copy allows you to open as a copy leaving your original intact. 

This example allows you to create and save templates and then work from them as a copy, keeping the original work secure. 

Navigating Documents Explorer 

1 

3 

4 

1.) Click the New menu item, shown left, to create a New Report Builder, 

Custom Definition, Custom Trade Area or Custom TV Daypart. To remove items 

from Selected shared items, right-click on the item and select Delete. 

2.) Use Search for... box for all Documents and Custom Item file names you wish to locate. 

3.) Lists all your Documents, Folders and Custom items. 

5 

4.) To utilize any of the menu items like Open or Delete, you must select an item in this pane. 

5.) The Preview pane displays a summary of your Report or Custom Items. 

2 





The following table shows which menu items can be used with which Report items: 

PRIME Lingo® Feature Open Open as Copy Delete Create New Folder Rename Share/Unshare Move Copy 

Reports 

Shared Reports 

Other Users 

Shared Reports 

Custom Definitions 

Other Users Shared 

Custom Definitions 

Custom Trade Areas 


Custom Trade Areas 

Custom TV Dayparts 


Custom TV Dayparts 

Things to remember with Documents Explorer 




1.) When you delete an item that has been copied to more than one folder, you are only deleting the version in the folder 

you have selected. 

2.) The Create New Folder menu option allows you to create Top Level Folders, you cannot create subfolders. 

3.) To Copy or Move a document, you must drag-and-drop the item to the destination folder, you cannot use right-click options. 

4.) When you Copy an item from one folder to another, you are creating two versions of the same item, one in each folder. 

5.) When you Move an item from one folder to another, you will only have one version of the item you are moving. 

6.) When you Rename an item that exists in more than one folder it is only renamed in the folder you have selected. 

7.) When you Share a Report, it is moved from your User Folder to the Shared Reports Folder. 

When you Unshare a Report it is moved from your Shared Reports Folder to your User Folder. 

8.) You can Copy items from Shared Folders within your Company to your Folders. 

You cannot Copy, Move or Create New Folders in other Users Shared Folders. 

9.) You cannot Move or Copy a Custom Trade Area. 






Report Builder gives the most flexibility in creating Profile, Crosstab and Trender reports. 

To create a report in Report Builder 

Under PRIME Lingo Features, click Report Builder to begin building your report. 

Scroll through the database to select your specs. Or, search for a specific entry using the 

icon at the top of the list. 

The (+) and (-) are used to expand or collapse your Categories and Sub-Categories. 




1 Base Area 

2 Target Area 

3 Row Area 

Highlight the item(s) you’d like to include and add them to your report by right-clicking or dragging and dropping. 

To add a target, right-click and choose Add to Columns, 

or drag your database selection into the dark gray area 

that contains the report’s column headings. 

To add rows, right-click and choose Add to Rows, 

or drag your database selection into the white area 

or body of your report. 

Note 

See screenshot above for where you can drag and 

drop to create: 1.) Bases, 2.) Targets or 3.) Rows. 








1.) You can change your Study by clicking on the name of the market in your current report. 

2.) You can change your survey weight (Total, HHLD, Current 6 Months) by clicking on the weight currently selected in your report. 

Use the arrows to go to your next or previous Base or Target. You can also double-click on either 

the Base (3) or Target (4) to open a list and change it from there. 

Toolbar Options 

1.) Change your report layout by clicking on one of the layout options available 

Profile – View one Target at a time. 

Crosstab – View multiple Targets side by side. 

Trender – Choose multiple releases and calculate differences over time. 

2.) Definitions View – View all report elements in a four-pane layout which allows you 

to reorder, add, move or delete selections in your report. 

3.) Measures – Select specific measurements to be included in your report. You can also 

set the selections as default settings for future reports within each report type. 

4.) Switch Rows with Columns – Flip the columns and rows of your report. 

5.) Custom Definitions – Build custom definitions while in Report Builder. 

6.) Custom TV Dayparts – Build custom TV dayparts while in Report Builder. 

7.) Graph Builder – Custom build graphs using the data in your report. 

8.) New Report – Clear all selections and start with a new report. 

9.) Save Report As – Save the report to use again. 

1 Market Name 2 Weight 

4 Target 

10.) Export – Export the report using selected file type. 

3 Base 

1 2 3 4 5 6 7 8 9 10 





Report Builder Right-Click Options 

There are right-click options you can use while creating reports in Report Builder as well as to edit 

completed Profile or Crosstab reports. 

Send selections directly to the report (Alternative to dragging and dropping selections). 

Highlight desired selections within or across categories, 

hover over selection then right-click. 

Create Custom Definitions On the Fly 

Select Add to Columns, Add to Rows 

or Add to Bases as desired. 

Hold the CTRL button down to make multiple selections within or across categories 

and then right-click. Select On the Fly Custom Definition to combine all selections. 

PRIME Lingo will Group Smartly by default. This uses the following logic: 

If two or more selections are within the same subcategory, 

they will be combined with OR logic 

(i.e. HHLD income $35,000-$49,999 OR $50,000-$74,999). 

If selections are from different categories, they will combined with AND 

logic (i.e. sex of respondent = woman AND HHLD income= $35,000+). 

You can override the logic and create your own combinations by using 

the drop-down box under Group Using and selecting AND or OR. 

Once finished selecting logic, you can retitle the definition, 

verify there are 70 or more respondents to ensure reliability, 

and add this new spec to your report as a Base, Column or Row. 

You can also save this spec for future use by clicking Save Custom 

Definition. Once complete, click the Send to Report button. 




Add to Custom Definition will send your 

highlighted selections to Custom Definitions 

for further building. See the Custom Definitions 

Guide for more information. 

Properties will allow you to see the number of 

respondents for the highlighted selection before 

adding it to a report. 





Formatting Reports 

You can also use right-click options within a report to edit the title of a selection, 

and sort and delete selections. Hover over any column in a Profile or Crosstab 

report and right-click to make your selection. 

1 

2 

You can also right-click on the rows in your report and make changes. 

1 

2 

3 

4 

3 

4 

5 

6 

7 

8 

9 




Profile or Crosstab Report 

Right-Click Options 

1.) Subcategory 

2.) Response 

3.) Edit Column – Allows you to change 

the title of the Subcategory or Response. 

4.) Delete Subcategory – Removes all 

Responses within the Subcategory. 

5.) Delete Response – Removes only 

the line hovered over. 

6.) Sort Across Category – Sorts all 

data on the report (either Ascending 

or Descending by statistic selected). 

7.) Sort Within Category – Sorts each 

Category separately (Ascending or 

Descending by statistic needed). 

8.) No Sort – Removes any sorting options. 

9.) Copy to Custom Definition – 

Opens the Custom Definition window 

so you can combine, modify logic, or 

save desired item. 

1.) Edit Row – Allows you to change 

the title for the response. 

2.) Delete Subcategory – Removes all 

Responses within the Subcategory. 

3.) Delete Response – Removes only 

the line hovered over. 

4.) Copy to Custom Definition – 

Opens the Custom Definition window 

so you can combine, modify logic, or 

save desired item. 





Saving Reports 

In PRIME Lingo you can save your reports for future use. Once you have completed 

building your Profile, Crosstab, or Trender report, click the disk icon to save the report. 



Title the report and save it in the desired folder. 

To create a new folder, type the name 

of the folder you’re creating in the 

Specify Folder box. 

To share this report with others in your company 

click the Make Shared box. Click OK. 

Once saved, click on Documents in the left column 

on the Home page to retrieve saved reports. 

In Documents, click to open the 

Subfolders as needed, then double 

click to open the saved report. 

You can use the icons at the top 

to open or delete saved reports. 







What is Reach Analysis? 

Reach Analysis allows you to perform reach and frequency analysis on various Media Vehicles using Base and 

Column/Target definitions. You can enter factors and costs for each media vehicle for up to five schedules. 

You can access the Reach Analysis Tool from the PRIME Lingo Features Menu. 

The Reach Analysis window contains 4 panes. 




1.) Database – For selecting Base and Target/Column items. These can only be added to the Base and Target areas 

of your report as you would in Report Builder. 

2.) Media Items – For selecting the Media Vehicles you want to use in your schedule. 

3.) Schedule – Media items can only be added to the Schedule section of your report. 

4.) Results – You cannot enter data in this part of the report as these calculations are updated 

once you click on the Update Report button. 

1 Database 

2 Media Items 

3 Schedule 

4 Results 





How does Reach Analysis work? 




1.) Select a Base and/or Column/Target from the Database. Right-click to add it to the Base or Target area of the report or 

drag-and-drop to the specific area. 

2.) From the Media Items list, select your Media Vehicles and right-click to add them to your report or use drag-and-drop. 

3.) Optional: Enter the Factor. 

4.) Optional: Enter the Cost. 

5.) Enter the Schedules for each Media Vehicle. To add or delete Schedules use the +/- Blue Arrows. 

6.) Once you have entered your Schedule data, click the Update Results button to generate the reach of the schedule, 

displayed in the Results screen. If you edit any of the Schedule data, click the Update Results button to see the changes 

reflected in your Results screen. 

1 

3 4 2 

5 

6 





Toolbar Options 

1 2 3 4 5 6 

1.) Custom Definitions – Build custom definitions while in Reach Analysis. 

2.) Custom TV Dayparts – Build custom TV Dayparts while in Reach Analysis. 

3.) New Reach Analysis – Clear all selections and start with a new Reach Analysis Report. 




4.) Save Report As – Save the Reach Analysis report for future use. Once saved, report can be accessed from your Documents folder. 

5.) Export – Export the report to Excel. 

6.) Edit Schedules – Rearrange the order of Schedules using the arrow buttons. 

To Delete a Schedule, click the X button. 

To Rename a Schedule, double-click on the Schedule, 

enter a name and click OK. 





10 

11 

8 9 

7.) Copy Schedule – Use the drop-down menu to select the Schedule. 




Select the radio button for the copy method you require. 

If you are using one of the incremental options to increase 

the schedule, be sure to enter a whole number. 

Click OK. 

8.) To change your Study, click on the name of the Market in your current report. 

7 

9.) To change your Survey Weight (Total, HHLD, Current 6 Months) click on the Weight currently selected in your report. 

10.) & 11.) Use the Slider bar to go to the next or previous Base or Target/Column. To Delete, click on either the Base or Target 

to open the associated list and delete using the X. The Report will only display one Base and Target/Column at a time. 





Summary Tab 

The Summary tab displays a list of all schedules. 

Comparison Tab 

The Comparison tab compares 

selected Schedules side by side. 

Select the Schedules from 

the drop-down boxes and the 

Difference and % Difference 

will be displayed. 

Detail-Schedule Tab 




The Detail tab displays more information about each Schedule. It contains the same information as the Detailed Reach Analysis tab 

in PRIME NeXT. 





Exported Report 

To export your Reach Analysis report, click on the Export to Excel icon on the Toolbar. 

The exported report contains the following tabs: 

Summary – Summary of all Schedules. Column A was added to explain how to interpret each row of the report. 

Schedule – Detail of each Schedule 

Compare – Comparison of two schedules you selected in the PRIME Lingo software. 








Reach Analysis as a Target 

Want to see the characteristics of people reached by your schedule? 




This is a great opportunity to look at the qualities of people reached by various dayparts on your station and via your website, 

depending on what you’ve included in your schedule. 

• In Reach Analysis, save your schedule using the icon. 

You can choose to save it in a folder, and to make it Shared or Unshared. 

• In Report Builder, select the Media Schedules category from the Database list. 

• Right-click to add it to the Target area of the report or 

drag-and-drop it to the gray Target area. 




How to Read Reach Analysis 




1.) The Base defaults to Adults 18+ in the DMA. There were 2,920 Adults 18+ surveyed, which projects to 4,949,099 Adults 18+ 

in the DMA. 

2.) The Target is the focus of the report. 1,152 repondents in the survey met the target criteria, which projects to 2,121,733 

Adults 18+ who live in a Household with a dog. 

3.) Schedule 1 – 5 spots were placed on WAAA Monday-Friday 5:00AM-7:00AM with a cost of $100 per spot and 

6 spots placed on WBBB Monday-Friday 5:00PM-6:00PM with a cost of $400 per spot. 

Summary Tab for Schedule 1 

Reach – Number of targeted 

adults reached at least once 

by the schedule. 128,796 

Adults 18+ with a dog 

were reached at least once 

by this schedule. 

Reach % – Percentage of target 

reached at least once by the 

schedule. 6.1% of all Adults 18+ 

with a dog were reached 

at least once by this schedule. 

Average Frequency – 

Average number of times 

the target was exposed to 

the schedule. Adults 18+ with 

a dog were exposed to the schedule an average of 2.17 times. 

GRP – (Reach x Frequency). This schedule delivered 13 GRPs against the target, Adults 18+ with a dog. 

Gross Impression – A schedule’s total number of exposures to the Target Audience, including duplication. 

(Reach x Frequency) This schedule was viewed 279,203 times by Adults 18+ with a dog. 

CPM Reach – Cost /(Reach / 1000). It costs $22.52 to reach 1,000 Adults 18+ with a dog at least once. 

CPM Gross Imp – Cost / (Gross Impressions / 1000). It costs $10.39 to expose 1,000 Adults 18+ with a dog to this schedule. 

CPM per GRP – Cost / GRPs. In reaching Adults 18+ with a dog, each GRP costs $220.38. 

3 

Schedule 

1 Base 

2 Target 



Prime Lingo – Reach Analysis Guide 29

How to Read Reach Analysis 

Comparison Tab 

The Comparison tab compares the same metrics listed above for two schedules side by side. 

This tab will calculate a difference in numerical and percentage formats. 

Detail-Schedule Tab 




The Detail tab displays the same metrics as the Summary tab, but in a detailed format for each vehicle of the schedule. 



Prime Lingo – Reach Analysis Guide 30






The quickest and easiest way to create basic custom definitions is with the On the Fly Custom Definition feature. 

First, select the various definitions that you want to combine by single clicking and holding down the CTRL key to pick 

each one. When your last selection has been made, right-click to access the On the Fly Custom Definition feature. 

PRIME Lingo will use Group Smartly by default. 

This uses the following logic: 

If two or more selections are within the 

same subcategory, they will be combined 

with OR logic (i.e. HHLD income $35,000- 

$49,999 or $50,000-$74,999). 

If two or more selections are from 

different categories, they will combined 

with AND logic (i.e. Sex of respondent = 

Women and HHLD income $35,000+). 

You can override the logic and create your own combinations by using 

the drop down box under Group Using and selecting AND or OR. 

Once finished selecting logic, you can retitle the 

definition, verify there are 70 or more respondents 

to ensure reliability, and add this new spec to your 

report as a Base, Column or Row. You can also save 

this spec for future use by clicking Save Custom Definition. 

Once complete, click the Send to Report button. 

Note 

If the logic in the On the Fly Custom Definition 

does not combine as you would like, you can close it 

and right-click from the database with your desired 

selections highlighted to Add to Custom Definition 

for more complex logic options. 





Graphing 

The Graphing feature is available within the Report Builder screen. 

After building your report, click the graph icon to launch the Graph Builder. 

The default graph will include the first column (target) of data and first subcategory 

of rows graphed on Target %. You can modify these elements as well as edit the type 

and color of graph, data labels, and more. If you want to change the type of graph or 

format display elements, click Options at the top of the screen. 







Graphing 

Formatting Options 

Here is the modified graph: 

General tab 

Show or add a title 

to your graph or 

change graph type. 

Axis Labels tab 

Include, exclude 

and/or customize 

Axis Labels. 

Data Labels tab 

Edit Data Labels 

by double-clicking 

within the label 

you wish to change. 




Display tab 

Modify display options such 

as font, legend, and labels. 

Note: It’s suggested that you 

uncheck “Show Sub Category 

Labels” and save as default at 

the bottom of the screen to 

keep your data labels concise. 

Color Themes tab 

Change the color theme 

of your graph. 

When you have finished changing the options on your graph, 

you can check the Save as Default Options box and the selections 

you made will be reflected in all subsequent graphs you create. 

Click OK to update your graph. 




Graphing 

Modifying Graph Elements 

You can change any or all of the data elements and measures of your graph by 

using the drop-down menus and selecting the targets and rows to be included. 

These are the options for changing an existing graph: 

1.) Select Base from the drop-down menu. 

2.) Select the Measure from the drop-down menu. 

3.) Highlight the Series (Column/Target). 

4.) Highlight the Range (Rows). Use the CTRL or Shift key to select multiple rows. 

Click Refresh. 

To create an additional graph with the different elements, click the New Graph 

tab first and then follow the steps outlined above. 






PRIME Lingo® – Complete Training Guide 34 

1 

2 

3 

4

Graphing 

Creating Graphs for Multiple Targets 




When you are working with multiple targets, you may want to create different graphs for both or compare the data side-by-side. 

To create the same graph for multiple targets: 

• Highlight the data you’d like to graph, 

holding the CTRL key to select multiple 

targets or rows. 

• Click the green plus sign next to 

Series (Columns). 

• Additional graphs will be created 

for every item you’ve highlighted 

on separate tabs. 

To create a graph comparing multiple Targets 

side-by-side: 

• Highlight the selections to be graphed, 

holding the CTRL key to select multiple Targets. 

• Click Refresh. 

To see the data behind each individual graph, 

click Data at the top of the screen. 




Graphing 

Using Graphs 

You can either download graphs as PDF files, or copy and paste them into other documents. 

To create a PDF file, click Download as Adobe PDF at the top of the screen. 

To use your graph(s) in another document, such as PowerPoint, Word or email, 

right-click over the graph, click Copy, and paste into your document. 

When finished graphing, click the X in the top right corner to return to the Report Builder. 

Note: Closing the Graph Builder will clear any graphs you have built, so download, or 

copy and paste any graphs you want prior to closing the graph window. 








Mapping 

Build a report with selected target and geographic data in the rows. 




In this example, we will use the counties of residence (Rows) among people that use Any Credit Union (Column/Target). 

Click the Export icon, then choose Export Mapping File from the drop-down menu. 

The Export Mapping File dialog box appears 

which allows you to select the Output File Type 

(TAB or CSV); Base; Column/Target; 

and Output Variable. 

If the Export Mapping File dialog box does not appear, 

hold down the Ctrl key or update your Internet Explorer 

settings, as indicated below. 

• IE Tools menu > Internet Options > Security tab. 

Click Trusted Sites, click Sites button, click Add button 

and then add myprimelingo.com as a trusted site. 

• Next click the Custom Level button, scroll down until 

you see the Download section and enable File Download. 




Mapping 

In MapPoint, open Import Data Wizard from the toolbar icon, or Data > Import Data Wizard menu item. 




Click the Next button to advance to the next screen, 

then click the Finish button. 

The map below indicates which counties over-index (in red) and which counties under-index (in blue) for the selected targets. 

Use your mouse to hover over a particular county to see its value. In this example, Jackson county residents are 33% more likely 

to use Any Credit Union than the average adult in the Kansas City DMA. 






Creating Custom Definitions from Tools 

Under PRIME Lingo Tools on the left side, click Custom Definitions. 

Creating Custom Definitions using Smart Mode 

Smart Mode is the default in Custom Definitions. 

1 

2 

1.) Choose your desired item from the database and move it 

to the white box on the right (double-click or click and drag). 



Click to select a folder where you want 

to save your Custom Definition. You can 

also click on New Folder to create new 

folders for your definitions as desired. 

Click on the New button on the top 

left side of your screen to create a 

new Custom Definition. 

2.) Choose additional items from the database and add to the box. 

Title the definition and Save it. 

3.) You can also Make it a Favorite or Share it by checking the boxes 

at the top of the screen. 

4.) To begin creating a new definition click Clear. 

4 

3 


Different ways to create 

custom definitions 


Create simple custom definitions 

(AND/OR combination) from within 

your report set-up. See On the Fly 

Custom Definitions guide. 

Custom Definitions from Tools 

Create complex custom definitions 

using Boolean Logic (AND/OR/NOT); 

Organize, share and edit existing 

Custom Definitions. 


within Report Builder 

Create complex custom definitions 

using Boolean Logic and then add it 

directly to your current report. 

Custom Definitions Note 

If you need to create a custom definition 

while already building a report, use Custom 

Definitions within Report Builder to avoid 

losing the contents of your report. 

Note 

The box at the bottom of the screen 

indicates your Target Respondent Count 

and whether your selection is combined 

with AND or OR. 

Indicators 

Green = 70+ respondents (reliable) 

Yellow = 35-69 respondents (relatively unstable) 

Red =


Creating Custom Definitions using Advanced Mode 

For more complex logic, use Advanced Mode. 

1.) Insert Buttons – How highlighted data elements within the same subcategory 

will be added to the definition. 

2.) Insert Mode – Refers to where your data and logic elements will be added to 

your definition compared to what is currently highlighted in the box. 

3.) Arrows – Use these tools to re-order or delete data and logic elements of your definition. 

1 

2 

Make your first selection by double-clicking or click and drag from the database. 

Add the desired logic (OR, AND, OR NOT, AND NOT). This will be inserted before or after 

what’s currently in the white box, based on your Insert Mode selection of Before or After. 

Add in additional data elements using the same method. Continue to add logic statements 

as needed. 

Click Refresh at the top of the screen to validate your custom definition. 

Be sure to check your Target Respondent Count in the box below (the stoplight should be green). 

Title the definition and Save it. You can also Make it a Favorite or Share it by checking the boxes 

at the top of the screen. 

Note 

The parentheses should used in situations where you’re using more than one logic statement, 

for instance: (plan to buy new car OR plan to buy used car) AND watch my station. 

They should also be used when more than two items are selected, for instance: 

(plan to buy new car OR plan to buy used car OR plan to lease new car). 



3 






Creating Custom Definitions within Report Builder 

If you’re building a report and decide you want to create a custom definition, 

use the icon at the top of the report. 

This will open the Custom Definitions Manager and allow you to create definitions, 

following the same steps as outlined previously. 

Note 

If you click on Custom Definitions under PRIME Lingo Tools on the left, 

your current report will no longer be available. 

When you click Save, you’ll select where to save the custom definition, title it and 

choose to either Resume Editing or Insert it into the report as a Base, Column or Row. 








Working with Custom Definitions 

Open Custom Definitions under PRIME Lingo Tools. 

Sharing 

Organizing 

Importing 

To share (or stop sharing) either an 

entire folder or an individual item, 

highlight it and then right click 

and select Share/Unshare. 



Highlight the Folder with the 

Custom Definitions that you want 

to organize. Right-click and select 

the Organize option. 

In the Organize box you can click 

and drag to move the definition 

higher or lower on the list. 

You can also highlight the row you 

want to move and use the arrows 

on the right hand side to move 

the definition. 

You can import custom definitions that other users have created and shared. This will 

place the definition in your own Custom Definitions folder to use and/or modify without 

affecting the original user’s shared definition. 

In the Shared folder you’ll see the names 

of people who have shared definition. 

Click the (+) to open the folders, then rightclick 

on the definition you want and select 

Import. Click OK and the definition will be 

imported to your Custom Definitions folder. 


Using Custom Definitions 

When building reports you’ll see the 

Custom Definitions category toward 

the top of the database. 

To use them in reports 

Select the folder where you saved the 

definition.Click on the (+) to expand 

the selections. Highlight the desired 

definition(s) and Add to Columns, 

Rows or Bases. 






Creating Custom TV Dayparts 

from PRIME Lingo Tools. 

Click Custom TV Dayparts under the 

PRIME Lingo Tools section on the left side. 

Click the New button at the top of the screen. 

1.) In the Station/Networks section, select the station(s) you want by clicking to highlight. 

2.) Select the days of the week by clicking on the first day, then holding the shift key and clicking the last day. 

3.) Select the times by clicking on the first half hour then, holding the Shift key and selecting the last half hour. 




4.) If you want program titles to carry over with your selected days and times, keep the show program titles box checked. 

If you don’t want program titles associated with your days and times, usually due to a large daypart spanning multiple 

programs, uncheck the show program titles box. 

5.) Move the highlighted station(s), days, and times to the TV Daypart Components box using the right arrow button. 

6.) Choose By individual station (default) to have each station built separately. 

To have the stations grouped together select Group stations. 

7.) Click Create Daypart. 

1 2 

3 5 

6 

7 

4 





The Dayparts will be moved to the Custom TV Dayparts section at the bottom of the screen. The grid illustrates 

the days and times you selected. To share dayparts with other users at your company, click Share. To save dayparts 

click Save and select the folder, or create a new folder, that you’d like these dayparts saved in. Click Clear to remove 

selections for further building of dayparts. 

\ 



To edit the name of a daypart, click to highlight it within 

the Custom TV Daypart(s) section, then right-click and 

select Info/Edit. The pop up Info/Edit window allows you 

to modify your daypart name and check the sample size. 






Creating Custom TV Dayparts from Report Builder 

If you are in Report Builder and decide you want to create a Custom TV Daypart, 

use the icon at the top of the report. This will open the Custom TV Daypart window 

and allow you to create dayparts, following the same steps as described on pages 1-2. 

Note 

If you click on Custom TV Dayparts under Tools on the left, your current report will no longer be available. 




Once created, you can add the custom dayparts 

to your current report as Bases, Columns or 

Rows. You can also determine whether the 

dayparts will be added as cume (which 

represents the weekly unduplicated reach) 

or Average (which represents Average Half 

Hour viewing). 

To save this daypart, check the Save dayparts 

box, choose the folder and decide if you want 

to share it. 

Click Send to Report or Clear to start over. 





Using Custom TV Dayparts 

Custom TV Dayparts are found at the bottom of the database, and can be added into 

your report as Cume or Average Half Hour. The same dayparts will appear in both folders, 

select accordingly. 

To use Custom TV Dayparts in reports 

Select either Average Half-Hour or Cume, then click (+) next to the folder 

and the Custom Daypart(s) you’ve created will be located in that folder. 

Right-click and add to Bases, Columns, or Rows, or drag and drop into the report. 








Sharing, Organizing and Importing Custom TV Dayparts 

Open Custom TV Dayparts under PRIME Lingo Tools. Highlight the Folder 

with the Custom TV Dayparts that you want to use. 

Organizing 

Sharing 

Right-click on the folder and select the Organize option. 

To start or stop sharing a folder of dayparts 

or an individual daypart, highlight the folder 

or daypart, right-click and share/unshare. 

To stop sharing, follow the same steps. 

In the Organize box you can click and drag to move the defintions in the list 

or you can highlight the daypart you want to move and use the arrows on the 

right to move up or down. 



Importing 


You can import Custom TV Dayparts 

that other users have created and shared. 

This will place the definition in your 

own TV Dayparts folder to use and/or 

modify without affecting the original 

user’s shared daypart. 

In the Shared folder you’ll see the names 

of people who have shared dayparts. 

Click the (+) to open the folders, then 

right-click on the daypart you want and 

select Import. Click OK and the daypart 

will be imported to your Custom TV 

Dayparts folder. 





Custom Trade Area 

1 

2 

3 

Custom Trade Areas can be used 

to create customized zip code groups. 

In the PRIME Lingo Tools section, 

click Custom Trade Area. 

To create a new Custom Trade Area, 

click the New button at the top of the column. 

1.) Central ZIP Code(s) box – Type in the zip code(s) you want as your starting point. 

2.) Trade Area Radius (Miles) – Type the number of miles to include in your radius. 

3.) Click on Look up ZIP codes. 

Once the list appears at the bottom of the page, select the Type: 

Residence or Employment, or both. This will include the zip codes where 

survey respondents live and/or work. Check the Shared box if you wish 

to share the Custom Trade Area you’ve created, and then click Save Trade Area. 

A box will appear for you to name this Custom Trade Area. 




Using Custom Trade Areas 

You can use Custom Trade Areas 

in any report. 

In the Report Builder screen you will find 

the Custom Trade Areas folder toward the 

top of the database. 

Click on the (+) 

next to the 

Custom Trade 

Area folder to 

expand the list. 

Find the saved 

Custom Trade 

Area folder you 

want and click 

on the (+) 

to expand. 

Total Trade Area 

is a grouping of 

all the zip codes 

you see listed 

individually 

within the 

Custom Trade 

Area you built. 

Select Total Trade Area or select specific 

zips from within that trade area. Then, 

either right-click, or click and drag to add 

to your report as Base, Target or Row. 





Administrator 

What does it mean to be an Administrator? 

In Prime Lingo, the Administrator is the person who 

manages the list of users for your company. When a 

user is an Administrator, they see Administrator listed 

under Documents in the Prime Lingo navigation pane. 

How to manage users 

Click on Administrator to see a list of all users with access to Prime Lingo. 

Administrators can also use the Edit button at the top of the screen 

to update their address information. 




To add a new user 

Click on Add New User link 

at the bottom of the screen. 

To edit a user 

Click on the notepad icon next to their 

name to change the email address or name 

To delete a user 

Click the red “X” next to their name. 

To reset a user’s password 

Click on the lock icon next to their name. 






What is Cloud? 

Cloud allows you to share Documents, Custom Definitions, Custom Trade Areas and Custom TV Dayparts beyond 

your workgroup. For example, users from Company A can send Custom Definitions to PRIME Lingo® users in Company B. 

This would eliminate the need for the user in Company B to recreate the Custom Definition themselves. 

How to Share items 

Using Cloud 

Under PRIME Lingo® Tools, 

click Cloud. 

To begin sharing items, click the Add File(s) to Cloud button. 

This window allows you to: 

1.) Add items for sharing. 

2.) View uploaded items list. 

3.) Remove items you no longer wish to share. 

4.) View a log of all Cloud activity. 

Add Items to Share Using Cloud 

1.) Drag and drop or right-click to add items 

from the Items available to share pane 

to the Selected shared items pane. 

2.) To remove items from Selected shared items, 

right-click on the item and select Delete. 

3.) Enter a Package Name to label your items. 

4.) Optional Step: Enter a password. Remember, 

only the recipient will be notified of the package. 

5.) Enter an Expiration date for the availability of 

this package. The default expiration is 90 days. 

6.) Click OK to add Package to Cloud. 



3 

4 

1 

4 

1 


3 

5 

2 



PRIME Lingo® – Complete Training Guide 50 

6 

2


To Share items, check the checkbox for selected items, and then click the paperclip Share icon. 

Copy and paste the direct link and/or the Instructions showing the unique URL and instructions for sharing 

the package via Cloud into an email or instant message. 








How to Access Shared Items Using Cloud 




You will receive instructions, usually via email or Instant 

Messenger, that someone has shared PRIME Lingo® items 

with you. Click the URL or copy and paste it into your 

browser. Enter your PRIME Lingo® credentials to sign in. 

If you have been sent a password for your package you will 

be prompted to enter it. 

Once you have entered the password, you will be asked to 

confirm the Import of the Shared items. Click OK. 

You have now successfully Imported the Shared items sent 

to you via Cloud. Log into the PRIME Lingo ® Software and 

you will find the Shared Items listed in your account in your 

Documents, Custom Definitions, Custom Trade Area or 

Custom TV Dayparts folders. 





Resolving Conflicts 

If there are items with the same name as the Shared Items in your account, 

you will be asked to resolve these conflicts before the items can be copied. 

Select one of the following options to resolve a conflict: 

• Rename to give the Shared Item a new name. 

• Overwrite to Save over the existing item in your account. 

• Ignore to prevent the file from being copied to your account. 












Build a custom definition of people who are exclusive viewers of your station or a specific daypart on your station. 

In this example, we want to know how many viewers watch only KAAA late news, exclusive of competing late newscasts. 

1.) Open Custom Definitions from the PRIME Lingo Tools menu or use the icon in Report Builder. 

2.) Click the Advanced tab on the top of the Custom Definitions Manager window. 

3.) Choose the stations or dayparts you would like to include and exclude from your exclusive audience 

by using the drag-and-drop feature or right-clicking and choosing Add to Custom Definition. 

The Custom Definition Manager will default to insert OR between each daypart. 

4.) Hold down the Control key, highlight the dayparts you want to group together consisting of the programs 

the viewers ARE NOT watching. In this example, we will group KBBB and KCCC late news dayparts. 

5.) Click the open and close parenthesis button to create the KBBB and KCCC grouping. 





6.) Highlight the word OR after the station you wish to be “exclusive”. Right-click and 

choose Delete Selected Item(s) or click the X on the right side of the Definitions box. 




7.) Highlight the station you wish to be “exclusive”. Make sure your Insert Mode is set to After and click the AND NOT button. 

8.) Click the Refresh button and the software will recalculate the Target Respondent Count below. 

You can verify that you have a reliable respondent level for your Custom Definition. 





9.) Give your Custom Definition a title and click Save. 

• Click Send To report and choose to make this Custom Definition a base, row or column in your report. 

• Check Make Favorite to easily access this Custom Definition in the future. 

• Check Make Shared to allow others to use this Custom Definition. 









Reliability notifications inform you when the data in your report is potentially unreliable due to low sample size. 

Scarborough defines relative reliability as follows: Stable = 70 and higher respondents 

How do I set Reliability Notifications? 



Relatively Unstable = 36-69 respondents 

Unreliable = 35 or fewer respondents 


Reliability Notifications can be set in Default Settings, under the PRIME Lingo Tools Menu and can be changed anytime 

when viewing a report. The default setting is to have Reliability Notifications disabled. To enable the notifications, 

select the corresponding check box. You have the ability to turn on/off Reliability Notifications at any/all of the levels: 

Base, Column, Row, and/or Cell. 

Reliability notifications do not need to be set at all levels to ensure data is reliable. Scarborough deems targets as stable 

with a respondent count of 70 or above. To set this parameter as your default, enable notifications at the column level. 

You can select either Symbols or Colors to define results: 

* Relatively Unstable = 36-69 Respondents Relatively Unstable = 36-69 Respondents 

# Unreliable = 35 or Fewer Respondents Unreliable = 35 or Fewer Respondents 





Cell level notifications illustrate that the combined variables should not be used for more detailed profiling. 

Cell level respondent count must be 70 or greater with the base, target AND row in combination to be stable. 

In the example below, the base of 448 respondents who have been in their homes for under a year combined 

with the target of those who own a home valued at $150,000+ yields a stable target of 100 respondents. 




78% of those 100 used a real estate agent to purchase their home or 77 respondents yielding a stable 70+ cell respondent 

count. The respondents in the remaining rows will be divided among the remaining 33 respondents, yielding unstable cell level 

respondent counts. While these cell level respondent counts are unstable, the data in this report is stable as the target 

respondent count is above 70. 

With this knowledge, we could create a target combining: 

In home less than 1 year AND Home Value 150K+ AND Used a Real Estate Agent to Purchase Home 

given the respondent count is stable at 77. However, the three remaining base/target/row combinations 

should not be used as targets given their instability. 

448 base respondents 

100 of those respondents 

own a home valued at 

$150,000 or more. 

77 of those 100 respondents 

used a real estate agent to 

purchase their home. 

8 unstable respondent level

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