In this article:

Your Segmentation Chart provides you with a breakdown of the different structured Fields in your data set and can be expanded by clicking on the square icon in the top-right corner (which also gives you access to additional sorting tools!)

By default the first field we'll display for you will be based on alphabetical order and ordered by frequency but you can easily switch between the different fields in your data set as well as how they're ordered using the relevant drop down menus.

When applying filters on the Dashboard, or drilling into a theme you'll notice that the display of the Segmentation chart changes. This allows you to compare differences between segments in the filtered data, with those same segments across the whole dataset.

The observed frequency shows the percentage of records that a particular segment matches in the data. This percentage will also be reflective of any filters that are applied to the dashboard.
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The particular segments displayed are based on the field in your data that is selected, which can be changed via the drop down menu:

You can also change the way segments are sorted with the SORT BY menu. If you choose to sort by Net Promoter Score (NPS), extra information will be added to the chart. Keep in mind that the blue bars will still show observed frequency.

When drilling into a them like "Food and Beverage" (or applying a filter) on the dashboard, the field segmentation chart shows an additional value, Expected Frequency.

The expected frequency, depicted by the small vertical lines on each segment's row, is calculated as follows: "Economy Class" occurs in approximately 3/4 of all records in the whole dataset, therefore, we expect it to occur in about 3/4 of the records for our selected theme. This is its expected frequency.

The real power of this chart comes to life when comparing the observed and expected frequencies. As they diverge from each other it indicates a potential relationship between a theme (or segment) and a segment.

In the above example we can see our theme about "Food and Beverage" is mentioned significantly more by "Business Class" respondents than expected. Conversely, we see the opposite with "Economy Class" respondents. For more information, you can hover over a segment's row to show a contextual tooltip.

This tooltip shows:

The approach outlined so far can give us some really solid indications of what customers in different segments value most. From this point we could explore deeper and come to understand how the customers in a particular segment feel about a theme. Or we may have been building a case about a particular aspect of our product/service to share with the business.

Rather than looking at just a single field you could choose the All Fields option. This is particularly useful when drilling into a theme or applying a filter, as you can use it in conjunction with Sort by Highest O/E Difference. This will allow you to quickly track down Segments across all Fields that deviate significantly from the Expected frequency.

If you have any questions about how to use your Segmentation Chart (or if you just need some help!) you can get in touch with us any time by hitting the blue chat button to your right 👉