For a detailed walkthrough of People Groups, head to our Numerator University course.
What are People Groups?
People Groups allow you to create cohorts or segments of people specific to your analysis. They aren't required to run reports, but can be widely helpful when wanting to understand who people are, or their behaviors, among a group of shoppers. You can be as broad or deeply defined as you choose. You may want to create a People Group of anyone that lives in Texas, anyone who shops at Target, or anyone that buys your brand, all the way to people that buy your brand at Target in Texas and are also Millennials and non-Caucasian. Just remember, the more criteria you add to a People Group, the smaller your sample will be.
Are you looking to create a People Group for Promo Insights? Learn more about Promo Insights People Groups HERE.
How to Create People Groups
To create a people group, start by naming your People Group in the editable name field 'Create People Group', and fill in any prompts relevant to your analysis. Again, you can fill in as little or as many as you'd like.
Once you're done, simply click 'Save' at the bottom! If you do forget to name your people group in the prompts section, your group will be saved as 'Create People Group'. You can use the actions menu to rename it in your People Groups folder.
Advanced Options
Fixed Filters:
2+ Trips: Any panelist that has had 2 or more trips for the selections chosen.
Had Had Males on Shopping Trips: Narrow down to any trip where Males were present.
Custom Filters:
Total Trip Count (across all baskets): Creates people group of panelists who have made a certain number of trips for the selected prompts. E.g. Panelists who shopped at Target and purchased Laundry Detergent on 7 or more trips (during dates selected in a report).
Size of Largest Basket (Spend): Creates people group of panelists who have a basket spend of a certain amount. E.g. Panelists who shopped at Target and spent $10 or more on any trip when Laundry Detergent was in their basket.
Total Item Spend (sum across all baskets): Creates people group of panelists who have spent a total amount on certain items. E.g. Panelists who shopped at Target and spent $5on Tide Laundry Detergent (it will be the total they've spent on Tide throughout date range of report).
Total Item Units (sum across all baskets): Creates people group of panelists who have bought a total number of items of a Product, Category prompt or at Store. E.g. Panelists who shopped at Target and purchased 5 units of Tide Laundry Detergent (during dates selected in a report).
Number of Unique Retailers Shopped: Creates people group of panelists who have shopped at a certain number of retailers. E.g. Panelists who shopped at Any Store and purchased Tide at 5 Retailers.
Number of Unique Banners Shopped: Creates people group of panelists who have shopped at a certain number of banners. E.g. Panelists who shopped at Any Store and purchased Tide at 5 Banners.
Other advanced options:
Trip Groups: Utilize trip group attributes to create People Groups, like people that pay with a specific payment type, buy Click & Collect, our various genders on the trip.
Psychographics & Media Consumption: Utilize attributes from these reports for your People Group (e.g. People who are Vegan or recycle, or listen to Spotify). Pro tip: run these reports first to get the name of the attribute you're looking for, and search for that attribute in the People Group option.
Promotion Attributes: If you have access to Promo Insights, apply promotion filters with this dropdown menu. Learn more about creating Promo Insights People Groups HERE. Click HERE for a list of Promotion Attributes.
Lifestyle & Lifestage: Attributes that allow you to filter to a certain family type or income/urbanicity combination.
Purchase Power Percentile: Utilize purchase power percentiles to segment your people group based on their buying power.
Purchase Power Percentile Buckets: Segment your people group into low, middle, and high buying power groups (Based on Purchase Power Percentile Data).
Freeze People Groups
After you create a People Group, you can "lock in" the users that comprise the People Group so that the People Group remains unchanged over time! Simply click on the "more" icon (three dots) to the right of the People Group in question, then click on "Freeze Panelists".
People Group Watchouts
Please note that creating a People Group of brand or category buyers, or buyers who shop at certain retailer(s) does not guarantee they are exclusive to that brand, category or retailer
In an effort to decrease the number of duplicate People Groups, a message will pop up if you create a new group that has the same name and/or prompts as a group you previously made. This message will guide you to rename the group (if the name is a duplicate) or used the previously created People Group (if the prompts are a duplicate). See example below:
