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1. CLUSTER User Manual Page 15 CREATE A NEW CLUSTER FROM A FILE CREATED IN CROSSTAB From the main Cluster menu click on Select Cluster File TBR Created in Crosstab This will allow you to use a TBR file that you created in Crosstab to run a Cluster analysis Telmar Cluster me Fie Help O x Back To Cluster Analysis Ebs Save Cluster Run TELMAR CLUSTER Telmar Cluster Use the options on the right hand side to start a cluster analysis using a methodology you require Alternatively open a previously run analysis Create New Cluster Q Select Cluster File TBR Created In Crosstab Select Correspondence File TBC Open Existing Cluster oo Open Existing Cluster Reports TCL File Stats 7 Graph Audit TBR Ey Edit Cluster Input TBR Mi A list of TBR files created in Crosstab will appear select the file you want to create your Cluster Analysis with and then select OK v Cluster File Open Select Cluster TER File Look irr p Modified a TD 9 TD_rbpdatanew 9 TD_temprew oy temp co tempre 9 Testing July 2012 user TBA File Details FileName Fileersion Survey Description Weight Description Humber of Rows arables E a file name 17 08 13 tb te test TBR A afl LE ay File Folder 21 06 2013 17 25 File Folder 05708 2013 10 30 File Folder ea 03 2012 16 49 File Folder 230372012 16
2. Cluster Analysis Grouping people into similar attitudinal or behavioural types Measure of the difference between successive R Squareds Mean The average value of an answer given to a question by respondents allocated to a particular cluster Standard Deviation A measure of the dispersion of the distribution Standardised Score An index which compares the mean score for a particular cluster group with the mean score for all respondents For further assistance call the Helpdesk on 020 7467 2575 tel mar Copyright 2013 By Telmar Group Inc All rights reserved the FUTURE of Media Planning CLUSTER User Manual Page 25 INDEX BUERE epee E E A ce settee mee EE seen on conde A E A A E PE A E 11 Custer eE S r eE 21 Cl ster Summary Details sessir e EEEE 7 Create a new Cluster from a file created in Crosstab vu ceccccsesceessccececeeseeeseeneseeuceeeuseueseunesseeens 15 Create new Cl ster from Scrat accessere a a 4 Editthe Cluster INPUT TBR eisrean E 18 Exporta Chart to Powef Point sicssarccceieneidencntes sssseencassnseniatannneidenenosaeasinsmdannnsdusatecevaidaboriasttddeaneasveuenetedans 12 EXDOMING Statistics 10 EXCE s aicccsdecetesienxt denconcnatnssanegbeundnia E EE ESE 11 OS So E EE E ASAE E EAEE AAE OE SEA A A EEE A EE 24 HfrestVe Analys esca a E 14 E T E NE E E AI E E E A E E ee E ee ee E 9 D EES E AE Aa eee E E E E EA E E A A A AET 17 PANCO tar 0s 0 E e E E E ee ee 10 PAN PEV ON EE eee oe ee eee eee 10 Save in
3. The TBR rebuild will now be completed If you want to view the Cluster Summary screen select Open TBR For Cluster Run button Click on the Done button to return to the main Cluster menu For further assistance call the Helpdesk on 020 7467 2575 tel mar Copyright 2013 By Telmar Group Inc All rights reserved the FUTURE of Media Planning CLUSTER User Manual Page 20 Editing the Variable Rows Coding Click on Edit Variable Rows Coding TBR File Editor Wizard TBR File Editor Wizard Stage 2 Edit Selected TBR File Edit TBR File Coding Both the TBR Target Marget and Variables Riows coding can be edited in the selected TBR file Use the buttons below to invoke the TNT Coding screen from where each of these can be edited Once you have finished making changes click the Rebuild TBR File button to rebuild the TBR file with the new coding FileName XAMOBILE PHONE MARKET TBR Survey Description GB TGI 2013 Q3 April 2012 March 2013 c Kantar Media UK Edit Target Market Table Coding Current Target Market Yes Mobile Phones Have Edit Variable Rows Coding Current Yariables I Want To Get To The Very Top In My Career I Spend amp Lot On Clothes I Wear Designer Clothes gt wren enElcie ree bee mol oe hh dare I Love To Buy New Gagi gt ee lt gt YDIV MeanZ Num DNum Number RAN More Options gt I Buy New Products Bef _ I Wou
4. Use this card number Resultant File Hames CLU FileName O CLUSTER TAM1 3004 clu PR FileName O SCLUSTERSTAM1 S004 pre For further assistance call the Helpdesk on 020 7467 2575 tel mar Copyright 2013 By Telmar Group Inc All rights reserved ting bfi UIC FU Y i pi a E a gn Nionin Dilsanninog Uii testi VE SECA d a f CLUSTER User Manual Page 23 HOW DO I Step 1 Click on TNT and then choose the survey you wish to use for your cluster for example GB TGI Q3 2013 Step 2 Now select your table base e g All Mobile Phone Users Do not enter any columns Step 3 Select your rows from the heading Lifestyle Statements for Cluster Step 4 Click on the small t in the top left corner click on send to then cluster Step 5 Confirm the survey code and then rename and save the TBR file For further assistance call the Helpdesk on 020 7467 2575 Copyright 2013 By Telmar Group Inc All rights reserved Create a cluster analysis using TGI Lifestyle data Step 8 Now refer to your manual for help with the interpretation Step 7 Your cluster will now run and present your Cluster Run Details You now have the option to View Cluster stats Charting or doa Lifestyle Analysis Step 6 Give a Cluster Description then select Run Cluster Analysis telmar the FUTURE of Media Planning CLUSTER User Manual Page 24 GLOSSARY
5. 2 neither agree or disagree 3 tend to disagree 4 or definitely disagree each statement 5 with oi Telmar Cluster File Help Cluste lab 3 BS Save Cluster Run Print Preview TBR Filename MOBILE PHONE MARKET TBA igual ate Target Market Yes Mobile Phones Have Surrey TAM13 GB TGI 2013 Q3 April 2012 March 2013 c Kantar Media Cluster Description Mobile Phone Market Solution Charts Cluster Summary Select Chart Means Radar Chart x Select Solution Cross T ab Analysis Yariable Description Exit War 1 I Want To Get To The Wery Top In My Career Ware I Spend A Lot On Clothes War 3 I Wear Designer Clothes ar 4 I Love To Buy Mew Gadgets amp Appliances War 5 I Buy Mew Products Before Most OF My Friends War 6 I Would Like To Set Up My Own Business One Day For further assistance call the Helpdesk on 020 7467 2575 Copyright 2013 By Telmar Group Inc All rights reserved 5 x TELMAR CLUSTER i Cluster Charting B Cluster Solution J Cluster 1 J Cluster 2 J Cluster 3 Jw Cluster 4 J Cluster 5 JY Cluster 6 4 Chart Controls Export telmar the FUTURE of Media Planning CLUSTER User Manual Page 12 You can view the chart either as a Means Radar Chart or as a Std Deviation Chart click on the drop down menu to the right of the Select Chart box to choose the type of chart to display If you
6. Clothes 054 48 1 1 054 48 2 2 054 48 3 3 054 48 4 4 054 48 5 5 054 48 6 26 054 48 7 7 I Love To Buy New Gadgets amp Appliances 052 16 1 1 052 16 2 2 052 16 3 3 052 16 4 4 052 16 5 5 052 16 6 26 052 16 7 7 5 I Buy New Products Before Most Of My Friends 052 50 1 1 052 50 2 2 052 50 3 3 052 50 4 4 052 50 5 5 052 50 6 26 052 50 7 7 6 I Would Like To Set Up My Own Business One Day 055 34 1 1 055 34 2 2 055 34 3 23 055 34 4 24 055 34 5 25 055 34 6 26 055 34 7 7 7 I Like Innovative Cars 054 47 1 1 054 47 2 2 054 47 3 3 054 47 4 24 054 47 5 5 054 47 6 26 054 47 7 7 I Tend To Spend Money Without Thinking 052 40 1 1 052 40 2 2 052 40 3 3 052 40 4 24 052 40 5 5 052 40 6 26 052 40 7 7 I Like To Listen To New Bands 053 43 1 1 053 43 2 2 053 43 3 3 053 43 4 4 053 43 5 5 053 43 6 26 053 43 7 7 10 I Spend A Lot Of Money On Toiletries Cosmetics 055 67 1 1 055 67 2 2 055 67 3 3 055 67 4 24 055 67 5 5 055 67 6 26 055 67 7 7 11 Like To Stand Out In A Crowd 051 54 1 1 051 54 2 2 051 54 3 3 51 S4 4 4 951 S54 5 2 25 4 051 S54 H Please make sure that you use Lifestyle Statements for Cluste
7. Cluster input Input your Lifestyle statements for Cluster into Rows and leave the Columns blank Biase Avy Clear 18 Rows Title Code 1 I Want To Get To The Very Top In My Career 051 16 1 1 051 16 2 2 051 16 3 3 051 16 4 4 051 16 5 5 051 16 6 26 051 16 7 7 2 I Spend A Lot On Clothes 054 57 1 1 054 57 2 2 054 57 3 3 054 57 4 24 054 57 5 5 054 57 6 fa Often Enter Competitions In Newspaper Mags La Newspaper Supplements Worth Having a Read Daily Papers For Entertainment Not News a I Rely On Newspapers To Keep Me Informed I Cannot Resist Buying Magazines I Would Not Change The Newspaper I Read a I Read The Financial Pages Of My Newspaper a My Newspaper s Politics Don t Concern Me Look At Free Papers Delivered To Home Rarely Notice The Ads In Papers Mags I Believe Local Not National Papers fa Look For Bargain In Local First Local Paper Covers Local News I Read A Newspaper Most Days Enjoy TV Ads As Much As Progs When Watch Video F F Through Ads fa People Rely Too Much On TV For Relaxation a I Wish I Had A Larger Selection Of TY Channels 07 12 Rely On TV To Keep Me Informed ja Often Record TV Prog amp Dont Watch Prefer TV To Watching Recorded Progs TV Ads Interesting To Talk About fa TV Ads Are Annoying z Lot Of TV Advertising Is Devious i e m o 26 054 57 7 7 3 I Wear Designer
8. Help Home Gb Save Cluster Run TELMAR CLUSTER Cluster Analysis CrossT ab Analysis Cluster Summary Cluster Run Details TBR FileName Cluster Description Total Number Of Solutions Time Taken To Find Solutions Survey Details Survey Code Survey Description Target Market Weight Description Sample Respondents Projected T otal Number of Rows ariables Card Output FileNames CLU FileName PR FileName XAMOBILE PHONE MARKET TBR Mobile Phone Market 18 1 minutes 0 seconds TAM13 GB TGI 2013 Q3 April 2012 March 2013 c Kantar Media UK Yes Mobile Phones Have Population Weight 21944 47582 18 O CLUSTERSTAM13003 clu O CLUSTERSTAM1 3003 prx For further assistance call the Helpdesk on 020 7467 2575 Copyright 2013 By Telmar Group Inc All rights reserved telmar the FUTURE of Media Planning CLUSTER User Manual Page 8 Viewing Cluster Statistics Click on View Cluster Stats from the bar at the left side of the screen You can view three different Statistical reports of the cluster groups created Standardised Scores Means and Standard Deviations To change the report click on the drop down menu to the right of the Select Statistic Type View box and select the statistic type you wish to view Standardised Scores These are the default statistics displayed these are indices which enable you to compa
9. on clothes 11 70 wear designer clothes 11 58 spend a lot of money on toiletries cosmetics 9 89 For further assistance call the Helpdesk on 020 7467 2575 tel mar Copyright 2013 By Telmar Group Inc All rights reserved the FUTURE of Media Planning CLUSTER User Manual Page 9 This tells us the statements are particularly important to Group 1 the higher the score the more discriminatory power it has A score can be high for two reasons either because it is a long way from the mean or because it is highly representative of a cluster group Means Clusters are defined in terms of their centres or Means The cluster means are the average values of the answers given to questions by the respondents allocated to a particular cluster A printout of just the cluster means can be difficult to interpret because it does not take into account the extent to which the answers of individual respondents deviate from the mean The Standard Deviation report will give you this information ioi xi File Help TEAL TELMAR Home Save Cluster Run Print Preview Export CLUSTER TBR Filename gt MOBILE PHONE MARKET TBR Cluster Analysis Target Market Yes Mobile Phones Have Survey TAM13 GB TGI 2013 G3 April 2012 March 2013 c Kantar Media U Cluster Description Mobile Phone Market Cluster Statistics yz Solution Statistics Cluster Summary Select Solution fe Cluster Solut
10. style loaded gt Page of 2 Landscape 3 Cluster Solution Z 4 Cluster Solution 5 Cluster Solution 7 Cluster Solution e Cluster Solution Statistics R 8 Cluster Solution Survey TAM13 GB TGI 2013 Q3 April 2012 March 2013 c Kantar Media UK 3 Cluster Solution Target Market Yes Mobile Phones Have 10 Cluster Solution 11 Cluster Solution Cluster Standardised Scores i esta Respondent Count z21944 2260 3485 43 Chater Colton Want To Get To The Very Top In MyCareer z25 2 218 o 2 5 1 Spend A Lot On Clothes to o27 423 34 o92 7 48 14 Cluster Soltion wear Designer Clothes o nss ozaj a35 3412 14 I Lowe To Buy New Gadgets amp Appliances 6 598 208 3 28 For further assistance call the Helpdesk on 020 7467 2575 el mar Copyright 2013 By Telmar Group Inc All rights reserved the FUTURE of Media Planning Exporti CLUSTER User Manual Page 11 ng Cluster Statistics to Excel To export any of the statistical reports to Excel click on the Export button at the top of the screen or you can click on the File menu and select Excel Export a File Edit Yiew Insert Format Tools Data Window Help Dee B S 9 4h ie Bi ana 10 BIU Al v f A B 6 ot Se yr oe ne ER l 2 3 6 Cluster Solution Statistics 4 5 6 Survey TAM13 GB TGI 2013 Q3 April 2012 March 2015 c Kantar Media UK i Target Market Yes Mobile Phones Have 8 9 10 Cluster Standardi
11. wish to change the number of cluster groups displayed in the chart click on the drop down menu to the right of the Select Solution box and select the cluster solution you wish to view Exporting a Chart to PowerPoint You can export your chart as a Bitmap or as a Metafile to use in another application e g PowerPoint Click on the Export button at the bottom of the chart and then click on the copy button Your chart has now been copied to clipboard so you can paste into another document Solution Charts i Editing RadarChart X Select Chart Means Radar Chart z Select Solution 6 Cluster Solution Picture Native Data M Cluster 1 26 M Cluster 2 Var 16 MV Cluster 3 N Yar 15 M Cluster 4 J Cluster 5 M Cluster 6 Forma Options Size E Binan Colors Defaut D Monochrome e N gt OT C as Metafil Var 7 N tees ey Pe rade ee vo Var 13 a3 Metale Wit ct april 7 rani eee sa a Var 12 Var 9 Var 10 Var 11 ariable Description Yari I Want To Get To The Wery Top In My Career Var 2 I Spend A Lot On Clothes Var 3 I Wear Designer Clothes Warg I Lowe To Buy New Gadgets amp Appliances E Series i Copy Save send VarS I Buy New Products Before Most OF My Friends Var 6 I Would Like To Set Up My Own Business One Day x E Background Close Adding removing Cluster Groups displayed in Series You can choose to hide clu
12. 013 c Kantar Media Target Market Yes Mobile Phones Have Weight Description Population Weight Sample Respondents 21944 Projected Total 47582 Number of Rows ariables 18 2 gt 79o nnnW Inwr n eee aaah Cluster Description Mobile Phone Markel Run Ki Analysis E For further assistance call the Helpdesk on 020 7467 2575 tel mar Copyright 2013 By Telmar Group Inc All rights reserved the FUTURE of Media Planning Step 5 Clustering In Progress CLUSTER User Manual Page 7 While the analysis is running a progress bar will show you how far it is through the process e Telmar Cluster File Help 15 x fa Home CLUSTER TELMAR Clustering in Progress The clustering process has started Please be patient while this executes as it can take a while to complete depending on the size of the survey and requested number of cluster solutions 2 Building Clusters 3 Gathering Stats 4 Finalising Data 1 Defining Clusters Clustering In Progress TILL 4 of 19 Abort Step 6 Cluster Summary Once your cluster has finished running the Cluster Summary will be displayed showing the Cluster Run Details Survey Details and the Card Output Filenames Your cluster solutions are automatically saved in Own Codes within the codebook in TNT 1 Telmar Cluster 15 x File
13. 13 tbr 1KB TBR File 17 08 2013 13 45 B MOBILE PHONE MARKET 1804KB TBR File 28 08 2013 17 19 E test ncb TBR 3165KB TBR File 23 01 2013 13 45 E test TBR 1322KB TBA File 16 08 2013 15 51 oe TBR File Details FileName MOBILE PHONE MARKET TBR Survey Description GB TGI 2013 Q3 April 2012 March 2013 c Kantar Media UK Table Description res Mobile Phones Have Name FileName Xs MOBILE PHONE MARKET TBR FileVersion 1 2B Survey Description GB TGI 2013 Q3 April 2012 March 2013 Kantar Media UK Weight Description Population Weight Number of Rows Variables 18 For further assistance call the Helpdesk on 020 7467 2575 tel mar Cancel Copyright 2013 By Telmar Group Inc All rights reserved the FUTURE of Media Planning CLUSTER User Manual Page 19 To edit the Target Market The current target market can be changed to a different audience by clicking on Edit Target Market Table Coding There is a Back button to take you back if you wish to choose a different TBR file The Cancel button will take you back to the main Cluster menu TBR File Editor Wizard l 5 x TBR File Editor Wizard Stage 2 Edit Selected TBR File Edit TBR File Coding Both the TBR Target Marget and Yariables Rows coding can be edited in the selected TBR file Use the buttons below to invoke the TNT Coding screen from where each of these can be edited Once you have finished
14. 29 CrossTab Analysis 10 1 Spend A Lot Of Money On Toiletries Cosmetics 989 0 20 384 357 127 777 11 Like To Stand Out In A Crowd 7 23 4 13 3 22 0 95 1 59 4 77 12 My Car Should Catch People s Attention 7 44 1 95 3 00 2 26 1 16 5 84 13 When I Need Info The First Place I Look Is The Internet 2 79 450 203 045 1665 4 13 i 14 I Like To Keep Up With The Latest Fashions 955 140 394 313 037 820 Exit 15 Computers Confuse Me I ll Never Get Used To Them 0 01 594 054 212 4 20 1 67 16 I Use My Credit Card Mostly For Business 3 10 0 59 1 48 1 68 0 43 2 17 17 The Point Of Drinking Is To Get Drunk 7 92 0 74 2 71 2 13 2 23 5 24 18 I Get A Good Deal Of Pleasure From My Garden 1 41 168 014 030 140 3 70 7 When looking at the above report we generally advise using between 6 8 cluster solutions For this example we have chosen 6 cluster solutions We can see that each score has either a positive or a negative value A positive score indicates that members of a particular cluster group are more likely than average to agree with a statement while a negative score indicates the opposite As we are targeting young trendy and fashion conscious people to identify which cluster group best explains our target we look for positive scores next to the statements that reflect these people For example if we look at CLU1 Cluster Group 1 the following statements have high scores that relate to our market spenda lot
15. 49 File Folder 20708 2013 11 52 File Folder 11707 2012 1517 File Folder 01 09 2013 10 54 1TKE TBR File 1770872013 13 45 1804 KE TBR File 2070872013 1719 SIBS KB TBA File 2370172013 13 45 132266 TBR File 16708 2013 15 51 IMOBILE PHONE MA amp REET TBR 14 26 GB TGI 2013 Q3 April 2012 March 2012 c Kantar Media UK Population Weight 15 For further assistance call the Helpdesk on 020 7467 2575 Copyright 2013 By Telmar Group Inc All rights reserved telmar the FUTURE of Media Planning CLUSTER User Manual Page 16 The TBR File Details section will show the file name the file version the survey description and other details so you can check it is the correct file to use for your Cluster Analysis Cluster Analysis Details TBR FileN ame MOBILE PHONE MA amp REET TBR Survey Code TAM13 Survey Description GB Tal 2013 Q3 April 2012 March 2073 c Kantar Media Target Market Yes Mobile Phones Have Weight Description Population Vv eight Sample Respondents 21944 Projected Total 47502 Number of Rows enables 18 Now follow Steps 4 5 and 6 as shown in the first section of this user manual To summarise on these stages Before running your cluster you must give it a name input the name into the Cluster Description box this will be saved as a TBR file in your default Telmar folder You are now ready to run your cluster analysis click on the Run Cluster Analysis button The an
16. CLUSTER MANUAL User Manual Page 1 CLUSTER User Manual 2015 For further assistance call the Helpdesk on 020 7467 2575 tel mar Copyright 2015 By Telmar Group Inc All rights reserved the FUTURE of Media Planning CLUSTER User Manual Page 2 INTRODUCTION sacsccecastanssavescoscenavcusvanasesasesssieeseeesaob ae on vel sannnseundeussandseuaveopaetnsesesnsessus snes E RN 3 Main Features of CISC I yssitg aa dececeacsnedesntuitcconastesntasteaannncctseudssatisesesaeinceoaviantuppaaardiebuedsaeaenadaavebncuatuenad 3 CREATE A NEW CLUSTER cecsccaasanacesoaacevesessmecsecavnuteaesseasssercnssteeaesunbenavasssuessoassunnecaceunsenndeeswumsecenerney 4 Getting Star Essai E E 4 Sepi Sde OS UVEY serens eriaren AE N EEEIEE OEA E EEA AEON A 4 Step 2 Define the Target Market cscccccsessecccsesececceseescceusecscsuseessseseceseusecssseseesecesecessusecsssueness 5 Step 3 Select Cl ster Statements cccxesnsrsedunscoursrsateesdecnvesvesnendertacnewateteseerucwdatieseeubnsldssnbnorstauleduars 5 Step 4 View the Pre Cluster Summary and Name the Cluster File ccsccccccseseeecceesececsesecseseesees 6 Step 5 Cl slering IN Progress ireisririrerriroo istes itsen eE EE EE EEOAE A 7 Step O Cluster SUMMO reraroe stoi ution ne Erei eE NESE EA EEEE NAI EEA EEA 7 Viewing Cluster Statistics ooeeneeeeneseeensrrersrrerrsrreresrrerssrereseterssreroserressrereseteeserereseereserereseerese 8 Standardi ed SOF CS siriirerrr i Tir
17. F Pleasure From My Garden 2 59 2 67 2 71 2 45 2 51 2 28 1 96 Standard Deviations A measure of the dispersion of the distribution the Standard Deviation can be used to determine how tightly a cluster mean is defined The lower the standard deviation the more representative the mean is of the respondents in that cluster oix File Help TAE TELMAR Home Save Cluster Run Print Preview Export CLUSTER i TBR Filename XAMOBILE PHONE MARKET TBR Cluster Analysis Target Market Yes Mobile Phones Have Survey TAM13 GB TGI 2013 Q3 April 2012 March 2013 c Kantar Media U b Cluster Description Mobile Phone Market Cluster Statistics Y Solution Statistics Cluster Summary Select Solution fe Cluster Solution E Select Statistic Type View ISASA Y ariable TOTAL CLU1 CLU2 CLUS CLU4 CLUS CLU6 Respondent Count 21944 2260 3485 5332 5935 1978 2404 1 I Want To Get To The Very Top In My Career 0 97 1 00 1 07 0 88 0 68 0 85 0 95 2 I Spend amp Lot On Clothes 0 99 0 94 0 83 O71 0 73 0 79 0 56 3 I Wear Designer Clothes 1 01 1 05 0 94 0 67 0 75 0 77 0 44 4 I Love To Buy New Gadgets amp Appliances 1 09 0 95 0 92 1 05 0 78 0 95 0 84 Charting 5 I Buy New Products Before Most OF My Friends 0 99 1 03 0 99 0 82 O71 0 82 0 61 6 I Would Like To Set Up My Own Business One Day 1 20 1 26 1 25 1 08 0 92 1 04 0 93 7 I Like Innov
18. Have Surrey TAM GB TGI 2013 Q3 April 2012 March 20131 c Kantar Media Cluster Description Mobile Phone Market Cluster Charting TBR Filename A SMOBILE PHONE MARRET TBR Solution Charts Select Chart Means Radar Chart Bolan Beha E Cluster Solution Cluster Summary W Cluster 1 W Cluster 2 W Cluster 3 View Cluster Stats M Cluster 4 W Cluster 5 W Cluster 6 CrossT ab Analysis Yariable Description arl I Want To Get To The Wery Top In My Career War 2 I Spend A Lot On Clothes War I Wear Designer Clothes War 4 I Love To Buy Mew Gadgets amp Appliances War 5 I Buy Mew Products Before Most OF My Friends War 6 I Would Like To Set Up My Own Business One Day To clear an image from the background of your chart click on the Background button and then click on the Clear button to remove the picture or logo Changing the chart borders Click on the Background button at the bottom of the chart and then click on the Borders tab Choose the Width of the border and the appearance of the Bevel Inner or Outer once you have made all your selections click on the Close button Changing the chart colour gradients Click on the Background button at the bottom of the chart and then click on the Gradient tab Click on the Start button to display the colour palette and choose a starting colour for the gradient then click on the End button and choose an ending colour for the gradient you ca
19. alysis will now run and a progress bar will show you how far it is through the process Once your cluster has finished running the Cluster Summary will be displayed showing the Cluster Run Details the Survey Details and the Card Output Filenames You can now use the following features as shown earlier in this manual View Cluster Stats Printing Print Preview Exporting to Excel Charting exporting changing backgrounds borders and gradients Saving the Cluster Run Lifestyle Analysis Click on Exit to close the Cluster programme For further assistance call the Helpdesk on 020 7467 2575 tel mar Copyright 2013 By Telmar Group Inc All rights reserved the FUTURE of Media Planning CLUSTER User Manual Page 17 OPENING AN EXISTING CLUSTER REPORT TCL From the main Cluster menu click on Open Existing Cluster Reports TCL File This will allow you to open an existing Cluster analysis file to view the statistics and charts Telmar Cluster a x File Help Home CLUSTER Telmar Cluster Create New Cluster Use the options on the right hand side to start a cluster TBR analysis using a methodology 2 you require wi Select Cluster File TBR Created In Crosstab Alternatively open a previously run analysis fe Select Correspondence File TBC Open Existing Cluster Open Existing Cluster Reports TCL File Stats Graph Audit TBR EY Edit Cluster Input TBR Hh This will li
20. assistance call the Helpdesk on 020 7467 2575 tel mar Copyright 2013 By Telmar Group Inc All rights reserved the FUTURE of Media Planning CLUSTER User Manual Page 21 CLUSTER SETTINGS You may wish to change some of the default Cluster settings before running your Cluster Analysis Click on the Cluster Settings tab on the Cluster Options window This will display the Settings Summary tab details as shown below Telmar Cluster E Pije x File Help Home CLUSTER Cluster Options PreCluster Summary Run Cluster Analysis Cluster Settings Usa is Run an Settings Summary Solutions Exclusions Card Dutput button to execute the Cluster Settings Summary clustering process TBR File Details Press the View Settings FileName x MOBILE PHONE MARKET TBR button to review and adjust Survey Description GB TGI 2013 Q3 April 2012 March 2013 c Kantar Media UK cluster settings Weight Description Population Weight Numer of Rows 18 Sample Respondents 21944 Projected Total 47582 Coding in File yes Solution Settings Total Solutions To Find 19 Find Optimal Solution yes Respondent Exclusions Exclude Percent na Total Respondents To Be Excluded none Card Output CLU FileName OWCLUSTER TAM13004 clu PRX FileName O CLUSTER TAM13004 prx c o gt Cluster Description Run Cluster Analysis Solutions If you wish to set the number of cluster solutions you wish to be
21. ative Cars 0 87 0 88 0 85 0 81 0 58 0 75 0 98 8 I Tend To Spend Money Without Thinking 1 05 1 15 1 09 0 96 0 89 0 96 0 85 9 I Like To Listen To New Bands 1 00 0 95 0 95 0 99 0 68 0 90 1 03 CrossT ab Analysis 10 I Spend amp Lot OF Money On Toiletries Cosmetics 1 04 0 98 0 95 0 80 0 79 0 82 0 60 11 Like To Stand Out In amp Crowd 1 02 1 12 1 01 0 87 0 81 0 91 0 89 12 My Car Should Catch People s Attention 0 89 1 08 0 93 0 73 0 68 0 74 0 59 QS 13 When I Need Info The First Place I Look Is The Internet 1 04 0 94 O71 0 69 0 81 0 64 1 28 a 14 I Like To Keep Up With The Latest Fashions 1 01 0 91 0 94 0 84 0 69 0 83 0 68 Exit 15 Computers Confuse Me I ll Never Get Used To Them 1 21 1 31 0 73 1 26 1 00 1 11 1 38 16 Use My Credit Card Mostly For Business 0 83 1 06 0 81 0 78 0 76 0 78 0 84 17 The Point OF Drinking Is To Get Drunk 0 98 1 28 1 01 0 78 0 87 0 70 0 43 18 I Get A Good Deal OF Pleasure From My Garden 1 11 1 21 1 15 1 20 0 96 1 03 0 90 hi For further assistance call the Helpdesk on 020 7467 2575 tel mar Copyright 2013 By Telmar Group Inc All rights reserved the FUTURE of Media Planning CLUSTER User Manual Page 10 Solution Statistics Select Solutions E Cluster Solution x Select Statistic Type View Yariable TOTAL CLU gt CLU2 CLUS CLU4 CLUS CLUG Respondent Count 21944 e260 3455 pog 5935 1978 e404 1 I Want To Get To The Very Top In My Career oo 1 00 1 07 0 88 0 68 0 85 0 95 Looking at the above standard deviatio
22. dex 100 0 100 0 100 0 100 0 100 0 100 0 100 0 DA TA Often Enter Audience 6 212 1 256 1 400 1 290 1 297 485 484 Competitions In Resps 2 794 481 483 683 646 244 257 Newspaper Mags Col tac 19 4 13 8 11 4 10 8 13 5 12 0 AROW 100 0 20 2 22 5 20 8 20 9 7 8 7 8 Index 100 0 146 2 105 8 57 5 62 6 103 1 91 9 DA TA Newspaper Audience 7 480 1 371 1 536 1 649 1 613 722 588 Supplements Worth Resps 3 510 585 551 843 837 351 343 Having Co 1S 21 1 15 2 14 6 13 4 20 1 14 6 AROW 1000 18 3 20 5 22 0 21 6 9 7 7 9 Index 100 0 134 4 96 4 92 9 35 4 127 6 92 7 DA TA Read Daily Audience 6 478 1 785 1 592 1 123 1 254 436 288 Papers For Resps 2 664 625 469 562 639 194 175 Entertainment Not Col 13 6 27 5 15 7 9 9 10 4 12 1 7 1 News BROW 100 0 27 6 24 6 17 3 19 4 6 7 4 4 Index 100 0 202 0 115 3 73 1 76 6 69 0 52 3 DA TA I Rely On Audience 9 944 1 784 1 848 2 360 2 142 780 1 030 Newspapers To Keep Resps 4 721 682 623 1 268 1 127 445 576 Me Informed Co 20 9 27 5 18 2 20 9 17 8 21 7 25 5 HROW 100 0 17 9 18 6 23 7 21 5 7 8 10 4 Index 100 0 131 5 87 2 100 0 55 2 103 7 122 1 NAFTA T Cannat Dacict Andianaa 20172 1 3251 2272 CAS 203 2AN bs E Br Click on Exit to close the Cluster programme For further assistance call the Helpdesk on 020 7467 2575 Copyright 2013 By Telmar Group Inc All rights reserved 101 x Not Clustered Ea 5 ooo oon oo9 oo o amp oo9 telmar the FUTURE of Media Planning oo00 ocooooSD oowoo ooooso Dowo
23. e Wii cy ake 0 9 eee Cret ene ene E A E eee 10 SONA DEI Cele e cee ene eee en nee E ne ne eee ee ere 9 2 0 21168 cls 8 oa 0 pf cic nee een eee ae ene er a ee ee eee 8 For further assistance call the Helpdesk on 020 7467 2575 tel mar Copyright 2013 By Telmar Group Inc All rights reserved the FUTURE of Media Planning
24. er Manual Page 18 e Exporting to Excel e Charting exporting changing backgrounds borders and gradients e Saving the Cluster Run e Lifestyle Analysis Click on Exit to close the Cluster programme EDIT CLUSTER INPUT TBR From the main Cluster menu click on Edit Cluster Input TBR This will allow you to open an existing Cluster TBR file to edit the target market or lifestyle statements being used in the Cluster analysis Telmar Cluster E me o xj Fie Help Home CLUSTER Telmar Cluster Create New Cluster Use the options on the right hand side to start a cluster TBR analysis using a methodology 3 you require S Select Cluster File TBR Created In Crosstab Alternatively open a 2 previously run analysis 3 gt Select Correspondence File TBC Open Existing Cluster es Open Existing Cluster Reports TCL File TBR Ey Edit Cluster Input TBR A A list of TBR files will be displayed Select the file you wish to edit and then click on the Edit TBR File button ip x TBR File Editor Wizard Stage 1 Select a TBR File To Edit Look in Sele gt Name a Size Type Modified o ooo Al TD_tbpdatanew File Folder 05 08 2013 10 30 C TD_tempnew File Folder 23 03 2012 16 49 E temp File Folder 23 03 2012 16 49 E tempnew File Folder 20 08 2013 11 52 Testing July 2012 File Folder 11 07 2012 15 17 O user File Folder 01 09 2013 10 54 E a file name 17 08
25. generated click on the Solutions tab and amend as required The default is set to 20 cluster solutions Cluster Options Run Cluster 4nalys teeter Settings Settings Summar sclusion Card Output ee Cluster Solution Settings Set the type of cluster solutions to be generated by the analysis f Single Solution With Exact Total Clusters Generate a total of 40 clusters f Multiple Cluster Solution Options The clustering engine will find multiple cluster solution between a provided cluster range Generate solutions containing between 2 A 20 clusters Max 25 The multiple Cluster solution option will give you 2 through to 20 cluster groups This is the old Cluster default setting For further assistance call the Helpdesk on 020 7467 2575 tel mar Copyright 2013 By Telmar Group Inc All rights reserved the FUTURE of Media Planning CLUSTER User Manual Page 22 Exclusions If you wish to exclude some respondents from the cluster analysis who may have answered questions as Not Applicable or Not Answered you can change the settings click on the Exclusions tab and select the Exclude Respondents option Cluster Options Aun Cluster Analysis Cluster etting Sektings Summary Solution Exclusions Card Output Respondent Exclusions Some respondents may have answered questions as Not Applicable or Mot Answered You may choose to elcude such respondents based on the percentage of the questions
26. ini astte ventral Ai AASE A EEN 8 MA E A E EE E AE EE A S g Standard CVI ONG arriti rta n aE EEEE AEE AEAEE AT TEE 9 Saving th Cluster RUN aint cosaecc gorse ia EES 10 Printing your Cluster statistics iscicccdcccrcdanuectessancos cass coacnsiecarssaumeszccandendonaredunreedseaiceawecsboseadenavearatunenans 10 Using Print PrEVIEW cisnes EEEE 10 Exporting Cluster Statistics to Excell cccccccsssecccessececcesececeeescceeeesececauaeceseueceseeuseeetsuecesauaeees 11 TAIN e ccna cnc ct sok E dw ates nas eee esa cance EE 11 Exporting a Chart to PowerPoint scccccceesecccneseeccceesecensusecessusecessueeseceusecessusecsssuesessseusecesaeseeenas 12 Adding removing Cluster Groups displayed in Series ccccccccccccccccccssseseeeeeeeseceeceecsscsssesessuneneeeeeseees 12 Changing the chart background or adding an image to the DACKGOUNGA cssseecceeeseeeeeseeeees 12 GOH OIG hechar DOITS esise eena eE wigneee ee races EEE OT ENA 13 CHOnGING thechart colour gradients ssccsencsncvscacsatssnnnnecsetenteon seacaveeseuatvat asseaueoonbans Seseeincdderseaceeneniet 13 Lifestyle Analysis cece cscs sear ice ste cect tact caso inane tenon aeed bededua peed ieteesadnecoeen ooneadeeseranseeanie 14 CREATE A NEW CLUSTER FROM A FILE CREATED IN CROSSTAB ccscsccsceccsceccscsccscnccccnceccnceees 15 OPENING AN EXISTING CLUSTER REPORT TCL sccsecsecsscsccsscescsscescescescescescescescescscscscesees 17 EDIT CLUSTER INPUT TBR icsi
27. ion z Select Statistic Type View Mariable TOTAL CLU1 CLU2 CLU3 CLU4 CLUS CLU6 Respondent Count 21944 2260 3485 5382 5935 1978 2404 1 I Want To Get To The Very Top In My Career 3 01 2 25 2 63 3 39 3 12 3 43 3 75 2 I Spend A Lot On Clothes 3 67 2 32 3 80 4 29 3 34 3 88 4 70 3 I Wear Designer Clothes 3 79 2 44 3 80 4 45 3 50 4 05 4 31 4 Ilove To Buy New Gadgets amp Appliances 3 01 2 25 2 32 3 41 3 06 3 58 4 27 5 I Buy New Products Before Most OF My Friends 3 61 2 61 3 21 4 10 3 50 4 06 4 64 6 I Would Like To Set Up My Own Business One Day 3 29 2 51 2 57 3 76 3 51 3 95 4 28 z I Like Innovative Cars 2 99 2 42 2 61 3 23 3 00 3 24 3 91 8 I Tend To Spend Money Without Thinking 3 56 2 77 3 58 3 92 3 36 3 71 4 28 3 I Like To Listen To New Bands 2 95 2 30 2 60 3 33 2 94 3 23 3 98 10 I Spend amp Lot OF Money On Toiletries Cosmetics 3 57 2 36 3 61 4 14 3 18 3 80 4 64 1i Like To Stand Out In A Crowd 3 57 277 3 16 4 10 3 57 3 89 4 30 12 My Car Should Catch People s Attention 3 82 3 05 3 65 4 20 3 62 4 00 4 63 13 When I Need Info The First Place I Look Is The Internet 2 10 1 83 1 61 1 93 2 25 4 36 2 73 14 I Like To Keep Up With The Latest Fashions 3 35 2 22 3 25 3 92 3 03 3 47 4 46 15 Computers Confuse Me I ll Never Get Used To Them 3 70 3 55 4 45 3 63 3 23 2 91 3 30 16 Use My Credit Card Mostly For Business 3 87 3 55 3 94 4 03 3 70 3 92 4 10 17 The Point OF Drinking Is To Get Drunk 4 08 3 22 4 09 4 52 3 92 4 46 4 82 18 I Get A Good Deal O
28. k Table Tables amp Rows Columns SnapS Setup Report View Report Options Export Edit SnapSh Available Surveys Survey Description Survey Date DJJ06 GB TGI 2006 Q4 Double Base July 2 8 28 2013 DAM11N Doublebase GB TGI 2011 Q3 Apr 8 13 2013 TAM13L GB TGI 2013 Q3 April 2012 Marc 7 8 2013 TAM13 B GB TGI 2013 Q3 Excl Wavelengt 7 8 2013 TAM13I1 GB TGI 2013 Q3 April 2012 Marc 7 8 2013 TAM13B GB TGI 2013 Q3 April 2012 Marc 7 8 2013 TAM13 GB TGI 2013 Q3 April 2012 March 7 8 2013 TCS13Q2L GB TGI Clickstream 2013 Q2 Rel 6 13 2013 TCS13Q2B GB TGI Clickstream 2013 Q2 Rel 6 13 2013 TCS13Q2 GB TGI Clickstream 2013 Q2 Rele 6 13 2013 TJD12BMB GB TGI 2013 Q2 January 2012 6 3 2013 TID12BMB TJD12MB GB TGI 2013 Q2 January 2012 5 31 2013 TID12MB DJD12DCT GB TGI 2013 Q2 Double Base J 5 29 2013 DIJD12DCT TJD12DCT GB TGI 2013 Q2 January 2012 5 29 2013 TID12DCT MCM18 GB TGI 2013 Q2 DFS Segmentation 5 8 2013 MCM18 TOS12T GB TGI 2013 Q1 new TNT engine 4 23 2013 TOS12T TID12VE GB TGI 2013 Q2 January 2012 4 23 2013 TID12VE CH414 Digital Landscape Survey 2013 GB 4 18 2013 CH414 DJD12 GB TGI 2013 Q2 Double Base Janua 4 16 2013 DID12 TOS12BMB GB TGI 2013 Q1 October 2011 4 10 2013 TOS12BMB TJD12JB GB TGI 2013 Q2 January 2012 D 4 8 2013 TJD12JB TJD12L GB TGI 2013 Q2 January 2012 De a TID12L Il Multibasing Nex ter Ontion e Anywi in tit
29. ld Like To Set Up O x Coding 18 a AE Own Codes Demographics Basic Demographics Grouped Demographics Analysis Quarter Fieldwork Periods ep Demographics Government Office Regions Demographics Life Events Any Demographics Lifestage All Demographics P Maps Demographics Unitary amp Local Authority Areas OR Publications 4 1 R AND Publications 4 1 R Alphabetical Publications 4 1 R Grouped By Frequency NOT Publications 4 1 R Sorted By All Adults Audience SUM Publications 4 1 R General Publications Publications 4 1 R Women s Publications Publications A I R Unadjusted Part Period Data i Publications Local Newspapers A 1 R Publications Frequency Of Reading Publications Frequency Of Reading Grouped i Publications Recency Of Reading Publications Weight Of Reading i i Test All Survey Cancel Next g Reset Categories J Use short titles The coding screen from TNT will appear so you will be able to change the variables or add variables Once you have changed the variable coding click on the Next button in the bottom right corner Now click on the Rebuild TBR File button The TBR rebuild will now be completed If you want to view the Cluster Summary screen select Open TBR For Cluster Run button Click on the Done button to return to the main Cluster menu For further
30. le exact phrase fe Descriptio Starting with exact phrase C Survey Code Anywhere in title all words For further assistance call the Helpdesk on 020 7467 2575 tel mar Copyright 2013 By Telmar Group Inc All rights reserved the FUTURE of Media Planning CLUSTER User Manual Page 5 Step 2 Define the Target Market Select the target market or the group of people that you wish to segment into cluster groups In this example we have chosen to segment the mobile phone market We want to launch a new mobile phone brand aimed at young trendy and fashion conscious people Input your target into the Table tab None Aly Clear Communications Internet Mobile Phones l Mobile Phones Have aoe Y eS Yes Two Or More H Mobile Phones People In Household Owning H Mobile Phones Type Of Contract H Mobile Phones Brand Of Phone H Mobile Phones Service Provider Used H Mobile Phones How Long Current Network H Mobile Phones Average Monthly Spend Step 3 Select Cluster Statements We would advise completing multiple correspondence analyses to identify the most influential statements for your target market For the mobile phone market we included analyses on mobile phone brands fashion mobile features types of mobile contracts etc We selected a total of 18 lifestyle statements to use for this example We would advise using no more than 20 30 lifestyle statements for your
31. lust fo Pope lt ny View Cluster Stats ats Select Solution Cols 2 Cluster Solution zl 18 A Select CrossTab Rows Demographics 7 urbe Charting Select View Type View In Tab Format C View In Rank Format Run Analysis J 4 N For further assistance call the Helpdesk on 020 7467 2575 tel mar Copyright 2013 By Telmar Group Inc All rights reserved the FUTURE of Media Planning CLUSTER User Manual Page 4 CREATE A NEW CLUSTER Getting Started Launch TNT V5 0 from the applications tab or via One Stop E e OneStop Click on a media channel to run the default application for tha Crosstab Step 1 Select a Survey Once you have launched TNT V5 0 the survey selection screen will appear Click on Single Survey Selection in the bottom left corner To select a survey highlight the survey name in the Available Surveys box and then double click or click on the green arrow located in the middle of the screen To filter the list of surveys type in the survey code or description into the Filter box e g GB TGI TAM13 NRS For this example we have used GB TGI 2013 Q3 April 2012 March 2013 qt ue ORK e Home Format Layout Advanced Coding Trending Multibasing Snapshots Options Select Select Survey Show Crosstab Separated Combined Select Arrange Swap Cols Sort Find Excel PDF Cut Copy Paste Delete Take Survey Weight Coding Rank Ran
32. making changes click the Rebuild TBR File button to rebuild the TBR file with the new coding FileName XAMOBILE PHONE MARKET TBR Survey Description GB TGI 2013 G3 April 2012 March 2013 c Kantar Media UK Edit Target Market Table Coding Current Target Market Yes Mobile Phones Have Edit Variable Rows Coding Demographics Basic Demographics Grouped L Pemographics Analysis Quarter Fieldwork Periods Demographics Government Office Regions Demographics Life Events Demographics Lifestage Demographics P Maps Demographics Unitary amp Local Authority Areas Publications 4 1 R Publications A I R Alphabetical Publications A I R Grouped By Frequency Publications A I R Sorted By All Adults Audience Publications 4 1 R General Publications Publications 4 1 R Women s Publications Publications 4 1 R Unadjusted Part Period Data Publications Local Newspapers A4 1 R Publications Frequency Of Reading Publications Frequency Of Reading Grouped Publications Recency Of Reading Publications Weight Of Reading Reset Categories Use short titles Yv Go o 2 Options gt Test All Survey Cancel Next o gt The coding screen from TNT will appear so you will be able to change the target market Once you have changed the target market click on the Next button in the bottom right corner Now click on the Rebuild TBR File button
33. n also choose a middle colour by clicking on the Middle button and you can also play around with the colours by using the Swap button Once you have made all your selections click on the Close button For further assistance call the Helpdesk on 020 7467 2575 tel mar Copyright 2013 By Telmar Group Inc All rights reserved the FUTURE of Media Planning CLUSTER User Manual Page 14 Lifestyle Analysis This feature allows you to view the cluster solutions in a Crosstab run Click on the arrow to the right of the Cluster Solution box and select the cluster solution you wish to analyse in Crosstab Select either the Tab Format or Rank Format option and then click on the Run Analysis button LI ioi xi File Help Home Save Cluster Run CLUSTER TBR Filename XAMOBILE PHONE MARKET TBR Cluster Analysis Target Market Yes Mobile Phones Have Fear Survey TAM13 GB TGI 2013 G3 April 2012 March 2013 c Kantar Media Cluster Description Mobile Phone Market CrossT ab Analysis Cluster Summary Solution CrossT ab Analyisis Select the solution for which you wish to view a CrossT ab Analysis Press Run Analysis use the coding a screen to select variables and view the results in either Tabular or Rank format ait View Cluster Stats A Charting Demographics Select CrossT ab Rows Select View Type View In Tab Format View In Rank Format A Exi
34. n report we can see that Cluster Group 4 has the lowest standard deviation 0 68 for the first lifestyle statement I want to get to the very top in my career This tells us that the answers given to this question by respondents in Cluster Group 4 are relatively tightly defined However although this report is useful for examining the discriminatory power of a particular question across the clusters it does not help with a comparison between questions Saving the Cluster Run Click on Save Cluster Run at the top of the screen this saves the run as a TCL file in your default Telmar folder i Telmar Cluster 3 5 x File Help CLUSTER Printing your Cluster statistics To print any of the statistical reports click on the Print button at the top of the screen or you can click on the File menu and select Print vi Telmar Cluster 3 a loj x File Help A r TELMAR Home i LA i CLUSTER Using Print Preview To preview any of the statistical reports click on the Preview button at the top of the screen or you can click on the File menu and select Print Preview Telmar Report Print Preview 4 3 15 x Report View Help Print P Select Print Job ae uci i T 2 Configure Quick Print Print 1 Jito 2 PDF Excel IEOR Report Style Load Save SaveAs G Z E lt gt Orientation lt no
35. nscsstesvcsacvcosscisvssbsctevcexcsiebivncveiveanse ives vestowiovdesenicbideivesussiuwesssweeweavieds 18 Foca RETUO MOKO cara seces cscs secenccdaaatnveeanetaaicceneesuadsseasuedeenenceccetensaaeeeenssteaeanceasasnncoscutenteanes 19 Editing the Variable Rows COGING vvisesnccsiesasscccassvancncsaevsocsuassicsanoveneseraccenssdadandeavedcdenseavsaesabonsecss 20 CLUSTER SETTINGS aaa coicrecatccnateacsccunenecawuseccedsusenaawoncactaconsencaaussectedssssncaveseentucesssacacensewenssnenearene 21 DONO Er E E E EEE E E E E T E ES 21 PXO ON o EE A E E EA eee 22 Card Numoer SC CCH OM srren E ae AE E E 22 POW TOO Worcs sinir a ES 23 GLOSSARY sccchavensecdovevesnsy reenn EEE ESEE EEE E EEEE ii 24 INDE X cscseuas ewes aus sieancesawacersunamescins vious ewes EE 25 For further assistance call the Helpdesk on 020 7467 2575 tel mar Copyright 2013 By Telmar Group Inc All rights reserved the FUTURE of Media Planning CLUSTER User Manual Page 3 INTRODUCTION Publishers broadcasters and advertising agencies often use cluster analysis to target specific groups of consumers who cannot be defined in simple demographic terms Telmar s Cluster program offers a quick and easy method of grouping people into similar attitudinal or behavioural types Using a selection of variables for example TGI Lifestyle statements it is possible to segment a particular audience into a number of distinct groups each of which has its own set of attitudes behaviour pa
36. r as your rows input For further assistance call the Helpdesk on 020 7467 2575 tel mar Copyright 2013 By Telmar Group Inc All rights reserved the FUTURE of Media Planning CLUSTER User Manual Page 6 You are now ready to export your crosstab into Cluster To launch Cluster click on the small t in the top left corner select Send to and then click on Cluster o O D amp Options Info About Exit A progress bar will appear while your inputs are being processed and then a TBR File Export box will appear confirming the survey code select OK Give your TBR file a name and then click save A TBR file saves your TNT inputs TBR File Export x Ei wW OK Cancel Step 4 View the Pre Cluster Summary and Name the Cluster File You are now ready to run your cluster analysis Type in a cluster description e g Mobile Phone Market and then click on the Run Cluster Analysis button i Telmar Cluster iol x File Help R TELMAR Cluster Options Run Cluster Analysis Cluster Settings PreCluster Summary Use the Run Cluster Analysis button to execute the clustering process Press the View Settings button to review and adjust cluster settings a Cluster Analysis Details TBR FileName gt MOBILE PHONE MARKET TBR Survey Code TAM13 Survey Description GB TGI 2013 Q3 April 2012 March 2
37. re the mean scores for a particular cluster group with the mean scores for all respondents for each question under examination This report is the most helpful for providing a consistent comparison across all cluster solutions Telmar Cluster OF x File Help ti Cbs TELMAR Home Save Cluster Run Print Preview Export CLUSTER TBR Filename XAMOBILE PHONE MARKET TBR Cluster Analysis Target Market Yes Mobile Phones Have Survey TA4M13 GB TGI 2013 Q3 April 2012 March 2013 c Kantar Media U Cluster Description Mobile Phone Market Cluster Statistics Solution Statistics Cluster Summary Select Solution Select Statistic Type View Standardised Scores z MVariable TOTAL CLU1 CLU2 CLU3 CLU4 CLUS CLU6 Respondent Count 21944 2260 3485 5882 5935 1978 2404 1 I Want To Get To The Very Top In My Career 7 25 4 12 2 18 0 08 2 47 5 13 2 I Spend A Lot On Clothes 11 70 027 423 346 092 7 48 3 I Wear Designer Clothes 11 58 0 74 435 312 120 7 27 I Love To Buy New Gadgets amp Appliances 6 47 5 98 2 08 0 50 3 28 8 41 Charting 5 I Buy New Products Before Most Of My Friends 8 85 4 00 3 20 1 60 2 87 7 60 6 I Would Like To Set Up My Own Business One Day 6 27 5 92 2 03 0 38 3 25 5 48 7 Ilke Innovative Cars 587 414 156 050 166 7 83 La 8 I Tend To Spend Money Without Thinking 645 0 29 2 27 196 ON 507 9 I Like To Listen To New Bands 613 371 212 100 128 7
38. sed Scores 11 12 Waie ooo ioa n e a ea CLUS CLUB 13 14 Want ToGetToTheVeryTopinMyCareer 7 25 _412 216 oo 247 513 15 SpendALotoncithes or aaj 3 48 oara 16 Wear Designer Ciothes ma 7a 435 B42 aaa 17 Love To Buy Hew Gadgets amp Appliances 6a 5 98 20 os 32 841 18 1 Buy Hew Products Before Most Of My Friends sss a 32 16 287 78 19 Would Like To Set Up My Own Business One Day 627 592 203 036 325 548 20 TLiketnnovatwecars O f feer enja ojere 21 Tend To Spend Money Without Thinking 64 02 227 136 072 507 22 LikeToListenToNewBands en onja ajaa 23 Spend A Lot OfMoneyOnToiletriesiCosmeties 983 02 384 sar 127 777 24 LikeToStendOutinacrowd ra nejez 095 159 477 25 My Car Should Catch People s Attention raj 1 95 o z 1 16 es 26 When Need Info The First Place I Look Is The Internet 273 45 203 045 167 413 27 Like To Keep Up With The Latest Fashions M 4 gt MA Sheeti Sheet2 f Sheet3 EJ Microsoft Excel ClusterExport K L Type a question for help X Fa A gt tao 38 O x E Id Report Date 30 08 2013 16 45 37 Ready Charting The Charting feature allows you to view variables on a scale of 1 to 5 In the case of TGI Lifestyle statements respondents are given a score of 1 to 5 depending on whether they definitely agree 1 tend to agree
39. st all of the TCL files you have created Select the file you wish to view then click on the OK button Open Telmar Cluster Run TCL File S Open Telmar Cluster Run TCL File Look in O USER Name a Size Type Modified n an Clusteri TCL 593 KB 17 07 2003 17 38 a FREEVIEW TCL 2175 KB 19 08 2003 16 49 jeans2 TCL 2300 KB 22 04 2002 17 09 a JGLIFE TCL 32 KB 11 05 1999 10 01 life TCL 2321 KB 09 04 2002 16 37 publicat TCL 1666 KB 11 11 2002 16 16 RECONTAC TCL 81 KB 04 03 2003 18 39 586 KB 01 06 2004 17 18 1913 KB 23 03 2004 16 45 578 KB 02 06 2004 15 46 2252 KB 15 01 2002 10 16 a shoesclu TCL test tcl a tychanne TCL TCL File Details FileN ame Survey P USER Shoes tcl TJDO3 TGI 2004 January December 2003 Target Market All Adults Name Yalue a FileName PSWUSER Shoes tel File ersion 1 0 RunID ShoesTn2 Survey Description TIDO3 TGI 2004 January December 2003 Population Weight Weight Description Cancel The Cluster Summary will be displayed showing the Cluster Run Details the Survey Details and the Card Output Filenames You can now use the following features as shown earlier in this manual e View Cluster Stats e Printing e Print Preview For further assistance call the Helpdesk on 020 7467 2575 Copyright 2013 By Telmar Group Inc All rights reserved telmar the FUTURE of Media Planning CLUSTER Us
40. ster groups from the chart Click on the Series button at the bottom of the chart and the cluster groups will be displayed with ticks against those that are displayed click on a tick to turn it off then click on the Close button Editing RadarChart x Seres Panel r W Cluster W Cluster 3 ea W Cluster 4 Delete W Cluster 5 Title Elone hange J Cluster 6 Changing the chart background or adding an image to the background Click on the Background button at the bottom of the chart then click on the Colour button and the colour palette will be displayed choose a colour click on OK and then click on the Close button You can also choose to have an image in the background of your chart click on the Background button then click on the Browse button and select the file you wish to load into the background of your chart and then click on OK You can choose to make the image appear inside the background or For further assistance call the Helpdesk on 020 7467 2575 tel mar Copyright 2013 By Telmar Group Inc All rights reserved the FUTURE of Media Planning CLUSTER User Manual Page 13 transparent You can also decide if the image appears stretched tiled or centred once you are happy with your selection click on the Close button Telmar Cluster o e Ol x i bbs Save Cluster Run i CLUSTER CAUSEN ANANE Target Market Yes Mobile Phones
41. t This will create a Crosstab report with the selected Cluster Solution VS a Quick report of your choice For this example we have chosen Quick Report Lifestyle Statements Agree Once you have input the quick report into the coding grid click on next located in the bottom right corner W Coding for Survey GB TGI 2013 Q3 April 2012 March 2013 c Kantar Media UK TAM13 lt gt YDY MeanZ Num DNum Number RAN More gt Options amp a n Coding 350 Coding Own Codes Quick Reports Brands All Users Quick Reports Heavy Users Quick Reports Leisure Quick Reports Lifestyle Statements Agree Quick Reports Mean Spend Use Quick Reports Media Imperatives Quick Reports Profile Report Quick Reports Publications Quick Reports Standard TGI Report Quick Reports Techr Quick Reports TV Pri Quick Reports Yes 6 Cluster Solution Results Table Default Data Iterns Stability Decimal places Filter Highlight Colour Tiles Sort Exporty Print v Total 6 Cluster 6 Cluster 6 Cluster 6 Cluster 6 Cluster 6 Cluster Solution Solution Solution Solution Solution Solution Cluster 1 Cluster 2 Cluster 3 Cluster 4 Cluster 5 Cluster 6 Audience 47 582 6 490 10 138 11 294 12 025 3 600 4 035 Resps 21 944 2 260 3 485 5 882 5 935 1 978 2 404 Col 100 0 100 0 100 0 100 0 100 0 100 0 100 0 neers ROW 100 0 13 6 21 3 23 7 25 3 7 6 8 5 In
42. they answered as Not Applicable or Not Answered Select an option below to cofigure how you would like to handle respondent exclusions f Don t Exclude Respondents f Exclude Respondents Card Number Selection In order to export the cluster group results for use in Crosstab card files must be created these are created using the survey code from the loaded TBR data and a number between 1 and 999 For example TNT own codes uses the following prx file name TAM13004 prx the 004 is the card number If you wish you can decide the card number to be used for this cluster analysis Click on the Card Output tab and edit as required Cluster Options Aun Cluster Analysis Cluster Settings Settings Summary Solutions Exclusiong Card Output Card Number Selection In order to export the clustering results for use in TNT card files must be created These are created using the SurveyCode from the loaded TBR data and a number between 1 an 999 Use the options below to decide on the card number to be used for this cluster analysis C Use The First Avaliable Card Number This will be the first avaliable free card number using any spaces found between previously sequenced card saves f Use The Next Card Number In Sequence 004 This will be the nest card number in sequence Tb wall ignore any gaps in previously saved files and therefore be the highest card number associated with this survey f Use This Card Number
43. tterns and media preferences Cluster groups respondents together so that they are as similar as possible within groups yet as different as possible between groups Main Features of Clustert Quick and easy to use Uses the latest SPSS Cluster calculations Graphs can be exported to a PowerPoint presentation Allows you to view the statistics of the Cluster groups Statistical reports can be exported into Excel Easy editing of an existing Cluster file Top line analysis of Cluster groups against lifestyle Allows you to cluster respondents using a wide range of variables not only TGI lifestyle Gives you the option of excluding respondents who have answered not applicable or not stated to a certain proportion of the questions Telmar Cluster Wome Q Obs TELMAR eA a Home Save Cluster Run CLUSTER Analys LE clustet ses TBR Filename MOBILE PHONE MARKET TBR mobie Cluster Analysis Target Market Yes Mobile Phones Have 4 ndes Survey TAM13 GB TGI 2013 Q3 April 2012 March 2013 c Kantar Media Awe Cluster Description Mobile Phone Market CrossT ab Analysis Cluster Summary Solution CrossT ab Analyisis TAM Select the solution for which you wish to view a CrossT ab Analysis Press Run Analysis use the coding GB w screen to select variables and view the results in either Tabular or Rank format N q Cluste yes ra War 16 Ko C

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