The split of genders on the Profile Page isn't what I expected. What's going on?
Comparing Funnel data to Profile data is like comparing apples to pears sometimes.
In the Funnel page, we look at data that shows ‘of those aware who are [demographic x], what percentage are aware of [brand x]’.
Whereas on the Profile page, we are looking at data that shows ‘of those aware of [brand x] what is the [demographic] split’.
This will likely match the national proportions unless the category or brands skew in a particular direction.
The way to use this data is to see if there are big differences between your demographic distribution and your competitors.
Why is there a difference in the data?
A trend that we have been seeing is that males dominate awareness for low-awareness brands. Across Tracksuit (and most other market research firms), we see a trend where males are more likely to say they are aware of a brand than females. This is because females tend to have a higher threshold of whether they would say they are aware of a brand or not and will only say it if they are fully confident or have a level of knowledge of the brand.
This is backed up by our "knowledge level" data where we can see that while males are saying they are aware of these lower-awareness brands, they have a very low depth of knowledge (they have only loosely heard of brands).
While the data is still reliable and accurate, due to this trend, it's difficult to make any major decisions based on the gender split until the brand reaches around 20% awareness, which is when we start to see females start to be more confident in their familiarity with the brand and we start to see more realistic gender splits.