Demographic Profiling Methodology

The Narratiive dashboard is fuelled by demographic data collected using our survey technology, which allows us to issue thousands of surveys daily across hundreds of websites. 

Demographic Surveys

The survey collects voluntary, anonymous responses from people who visit Narratiive tagged websites.  These responses are used to better understand the demographic profile of website visitors.

Each respondent’s anonymous survey data are stored in a browser cookie. This allows their demographic profile to be recognised any time they visit a Narratiive tagged website, contributing to the profile of that site.

Extrapolation

As not every visitor to a website completes the survey, we extrapolate demographic data from visitor responses to derive an overall profile for the site.

For example, assume 10,000 people visit a site and 1,000 of them complete a voluntary demographic survey. 600 of the 1000 respondents indicate that they’re female, representing 60% of surveyed visitors. Taking the 60% figure, the dashboard will report that 6,000 of the 10,000 visitors are female (before weighting).

Weighting

We weight responses by age and gender for the regions we operate in. This ensures the demographic data, collected in survey responses, represents the general internet population of the region in which it’s collected.

The age and gender weighting values are updated regularly using figures sourced from regional statistics organisations.

Dynamic Weighting Engine

We use a weighting engine that can dynamically weight any requested data in real-time.  The dynamic weighting engine weights by gender and, for some countries, also by age.  

For any given query, each result is subdivided into a demographic cohort across country, gender, and age (where available).  The individual results from these cohorts are then weighted, and these results are re-aggregated to present the final weighted result.

Last reviewed: 15 Feb 2019 (AP)
Last updated: 15 Feb 2019 (AP)

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