Pi-Consulting

Pathways to Consumer Insight

December 28, 2005

Chart 4: Indexing

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The structure of the Pi-Chart is completed by adding in a series of concentric circles, representing a numerical scale from 0 to 200. Each of the radii of the circle represents a range of possible index scores from 0 to 200. The red circle marked “100” represents the norm against which the index score is established: in other words, any point falling INSIDE the red circle represents a below-average score for that descriptor. A point falling OUTSIDE the red circle means an above-average score for that descriptor.

Chart 4

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