IP deep-dives

• SPOT THE TOP TRENDING IPs

Let's say you want to see how IPs' popularity has changed over the last year, and how kids' tastes in IPs shift as they grow up - or across cultures!

1. To do so, we'll use "SIDE BY SIDE", which you can access from the "Audience Segmentation Tools" page (light blue icon in the left-side bar).

2. Select which country, question group, and question you'd like to compare. Character-related questions can be found in the "CHARACTER" question group.

3. Adjust filters - in our example, we'll be comparing IPs' popularity over time in the UK among kids aged 3-9 between March-May 2024/2025, so the only filter that will be different between the two question is going to be the date.

By adjusting the filters you can easily compare countries, age groups, and gender differences!

(!) With lots of different responses to analyse, export your graph data to Excel and use formulas such as VLOOKUP to compare percentage changes across segments.

The charts show that Barbie has increased in popularity by 30% since March-May 2024, reaching 20.8%.

Now that we've found a trending IP, we can check whether it'd be a good fit with a specific brand or another IP by using the "QUESTION TIME" tool.

Watch the video tutorial below to master SIDE BY SIDE:

• IDENTIFY SYNERGIES BETWEEN TWO AUDIENCES

This process will help us answer the question "What characters/brands are Barbie fans most likely to have positive attitudes towards?", and thus help us with identifying the licensing partnerships that would be more likely to resonate with the two audiences.

1. Go to "Audience Segmentation Tools" (light blue icon on the left-side bar), and click "QUESTION TIME".

2. Choose a country you're subscribed to (in this case, we'll stick with the UK).

3. Select survey type refers to which survey (online vs offline) we want to pull the questions from.

The online survey includes questions related to kids' online ecosystem (e.g. video games, characters, tv shows, films - which is what we're interested in for this example), while the offline one focuses on their hobbies, shopping behaviour, toys, and so on.

⚠️ You can select both surveys, but not all kids complete both. This means combining data (i.e. cross-tabs) from both surveys will give you smaller sample sizes. For example, analysing what Harry Potter fans (online survey) like to do as hobbies (offline survey) will have fewer respondents.

4. Select question group - we'll pick "CHARACTERS" as we want to find synergies between Barbie fans and other brands/IPs.

5.  Adjust filters to narrow down your target audience.

Gender: we'll keep both to have a bigger sample size, and we are not interested in gender differences at the moment.

Age: for this example, we'll go for 3-to-9-year olds.

If you want to find out which age group Barbie fans are most likely to fall into, we suggest you check out our "PROFILE YOUR AUDIENCE" guide.

Date range: you can select these manually or just click on the calendar icons to quickly select the last 3 to 12 months.

⚠️ Always keep an eye on the sample size, which you can see below the filters - the higher it is, the more reliable the data!

6. Select the questions you want to cross-analyse.

Question 1: since we're interested in Barbie fans, we'll need "Which of these characters do you like?".

Question 2: to discover synergies with other IPs, we can pick the same question as above, whereas for brands we can use brand-related questions from the BRANDS & AWARENESS question category.

7. Click on the bar to single out Barbie fans.

The coloured bar indicates "all other coloured bars on this page now show only respondents who selected Barbie as characters they like."

The grey bars show the average response across all kids.

Therefore, what these charts tell us is that Barbie fans aged 3-9 in the UK (i.e. coloured bars; "interacted data") are MORE likely than the average (i.e. the grey bar, "original data") to ALSO LIKE the following IPs:

[i.e. the coloured bar is higher than the grey bars in the right chart; hover over the bars to compare interacted data and original data]

• Cinderella (199% over-index; that's the percentage increase from the original data [16.2%] and the interacted data [48.4%].
• Moana (120% over-index; from 21.1% to 46.4%)
• Snow White (158% over-index; from 16.4% to 42.3%)

💡 CUSTOM DASHBOARDS let you analyse multiple questions about your audience at once. Instead of checking each question separately, you get a complete profile with one click.

For example, with one click you can see what video games Harry Potter fans play, which devices they use, their daily usage, their favourite TV platforms, and more.

Check out our step-by-step guide to create your own CUSTOM DASHBOARD - your one-click audience profiling tool.