Change Matrix

The Change Matrix is a robust data visualization and analysis tool designed to highlight significant score changes in survey results. The Change Matrix brings clarity and focus to survey results by transforming raw numbers into clear, actionable insights that are easy to interpret and utilize.

With the Change Matrix, you can effortlessly identify meaningful shifts in survey responses over time. This tool is particularly effective for spotting questions with the most notable changes in sentiment and uncovering the demographic groups or geographic regions driving these trends. Its intuitive design enhances the accessibility and usability of your survey data, empowering you to make informed decisions confidently.

Key Insights Offered by the Change Matrix

The Change Matrix highlights critical aspects of survey data, making it easier to uncover insights that might otherwise require extensive, manual analysis:

1. Trends and Changes – Clearly showcases differences between survey cycles, emphasizing significant shifts in responses
2. Unique Characteristics – Identifies how specific regions or demographic groups stand out compared to others and tracks how these distinctions evolve over time
3. Area of Focus – Enables monitoring of specific areas of interest, even if they haven’t undergone substantial changes, ensuring nothing important is overlooked

How to Use the Change Matrix?

The Change Matrix appears in a dedicated tab called Change Matrix within the Zencity dashboard. It offers an overview of key survey responses that have undergone noteworthy changes between two defined periods (thus survey cycles). It includes two tabs for data grouping: 

• Geographical Areas – Allows you to view changes by different geographic regions.
• Demographics – Enables you to analyze shifts within demographic groups, such as Age, Gender, Ethnicity, Income, and Education.

View Controls and Filters

The Matrix has several controls and filters for tailoring the data view to specific needs:

• Time Period Filter: This filter allows you to select the survey cycle for data display, defaulting to the most recent cycle.
• Compare To Filter: This filter allows you to compare data with a different survey cycle, which is useful for viewing shifts over time. The default comparison is the previous cycle.
• Demographics and Geographical Filters: Filters for viewing data by specific demographic groups or geographic areas, enabling focused analysis on particular segments of your data

Interacting with the Matrix

• Column and Row Structure:
  • On the Y-axis, Survey questions are grouped under broader aspects (e.g., “Safety”). You can expand or collapse aspects to show individual questions within each aspect. 
  • On the X-Axis, you will see a breakdown of groups like age categories or specific geographic regions based on the chosen data grouping (demographics or geography).

• Color Coding for Noteworthy Changes:
  • Positive changes greater than 5% are highlighted in green.
  • Negative changes greater than -5% are highlighted in red.
  • Minor changes within ±5% are displayed without highlights, maintaining focus on noteworthy shifts.

• Sample Size Indicators:
  • Cells based on a small sample size include a tooltip warning that notes, “This group score is based on a small sample size and may not be reliable.”