Faraday has a wealth of data on every household in the United States, and it's at its best when it can give real insights into the character of a cohort.

As soon as you flip to analysis, you'll see four things:

  1. The audience summary cards on the left
  2. A list of all available filters on the right
  3. A distribution analysis in the middle
  4. A distribution analysis in Gray representing the entire Faraday Database as a baseline comparison.

The audience summary cards serve the same function that they do on the map, giving a high-level overview of each cohort you've selected. The heart of the analysis view, though, is the distribution. 

In the example above, the filters are organized alphabetically, putting "Agricultural land", selected, at the top. The distribution view for this filter shows that the median age of the individuals in the Faraday database is 53. Let's see how that compares to when looking at the age of individuals in Vermont vs. Florida:

We see here that the median age in Vermont is 56, while the median age in Florida is 53, the same as the median for the United States.*

Notice that when a new audience is added above, the filter list reshuffles, and it's no longer in alphabetical order. This is because Faraday has sorted the filters to surface the ones with the greatest significance in comparing the two audiences. The filter at the top is now "Mortgage due date", and you can see there are clear differences between Vermont and Florida.

This intelligent sorting by significance will continue as you add more audiences or even when adding additional filters to the existing audiences. 

Use the analysis view to get a clear look at the profile of your cohorts - what makes them unique, and what they have in common with others.

*Note: The Faraday database only has individuals 18+ meaning when looking at age distributions such as the median, this is only on our database and does not include anyone outside of this. 

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