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 visitors to Narratiive tagged websites, and these responses are used to better understand the demographic profile of website visitors.

Each respondent’s anonymous survey data is 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.  


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 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.


We weight responses by age and gender for the regions that 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

As Narratiive offers a highly flexible query engine, we have re-implemented our weighting methodology originally used in Effective Measure as an dynamic weighting engine that can dynamically weight any requested data in real-time.

On launch the dynamic weighting engine only weights by gender, with plans to extend this to further granular weighting by age in coming dashboard updates. For any given query, each result is subdivided into a demographic cohort across country and genders, the individual results from these cohorts are weighted accordingly and then the final result is re-aggregated back to present the final weighted result.

Last reviewed: 20 Jul 2018 (AP)
Last updated: 21 Mar 2018 (AJ)

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