Index vs (audience) percentage. What are the specific situations to choose to present one over the other?

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There are no clear cut rules of thumb. And everyone has their own preferences.

I usually use index when I want to paint a picture that the target audience is very different from the baseline (whether that’s gen pop or whatever the survey population is) or when the percentages overall might seem low or unimpressive to the casual listener, but the fact that they are so much higher/lower is what is important. But then usually only highlight if it’s 120 or higher or 80 or lower.

I go with percentage when it’s a super compelling or surprising number. And sometimes you have to dig into it a bit more to find the compelling nuance. Eg, 50% top box completely agree shows how passionately most of the audience feels about something, rather than saying 70% top 2 box completely/somewhat agree.

Crunching numbers is a science, telling stories with data is an art. Best advice is to make sure you feel comfortable with how your are constructing your narrative and ensure the way you present the stats can’t be misinterpreted or holes can’t be poked into it. I try to always look at it from the standpoint of the skeptic in the room and then work to make the case more strongly with a different way in if it doesn’t hold up to the scrutiny

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Whichever sounds better for your case

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Your objective would be to present an insight that’s super specific to an audience vs. an insight that applies to more people

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