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Responses & aggregation

Once a version is live, respondents move through its scenes and answer. This page explains what happens to those answers — how a single tap, rank, rating, or spoken response becomes a construct-level score you can read on the dashboard.

From an answer to a data point

Section titled “From an answer to a data point”

Each scene measures one metric, and each respondent’s answer to that scene becomes a data point for the metric. Because a scene may have a different variant per persona but always measures the same metric on the same scale, answers from different segments are directly comparable.

AnswerOne respondent answers one scene
→
MetricAnswers aggregate into the metric's value
→
ConstructMetrics roll up into their construct's score
→
ScorecardConstruct scores shown on the dashboard

Aggregation: metrics → constructs

Section titled “Aggregation: metrics → constructs”

vDynamiq aggregates answers in two stages:

  1. Into metrics. All respondents’ answers to a metric’s scene combine into that metric’s value (for example, an average rating, a distribution of choices, or an NPS score).
  2. Into constructs. A construct’s metrics roll up into a construct-level scorecard, so you can read the research at the level of what you were measuring — brand trust, purchase intent, satisfaction — rather than one scene at a time.

Because constructs can carry a funnel position, the dashboard can present results as a coherent journey (for example, a brand funnel from awareness through purchase) rather than a flat list of numbers.

Reading results by segment

Section titled “Reading results by segment”

Every score can be read per persona/segment as well as overall. This is where the comparability guarantee pays off: since each segment answered the same metrics on the same scales — just through segment-relevant scenes — you can compare segments side by side with confidence, and still see the combined picture.

Where you see it

Section titled “Where you see it”
  • Dashboards & scorecards present the aggregated construct and metric results for a live version. See Dashboards & scorecards.
  • Exports let you take the results into a deck or report. See PPT & PDF export.
  • Simulating responses lets you preview how the dashboard behaves before real responses arrive. See Simulating responses.

Raw responses vs. aggregated scores

Section titled “Raw responses vs. aggregated scores”

It helps to keep two levels in mind:

  • Raw responses — the individual answers each respondent gave, scene by scene. These are preserved so results can be recomputed and audited.
  • Aggregated scores — the rolled-up metric and construct values that the dashboard presents for decision-making.

The dashboard shows the aggregated view; the raw responses underpin it.

Where to go next

Section titled “Where to go next”