Significance in research results

Example of significance

Two measurements of brand awareness were conducted. In January, brand awareness was found to be 20%. For convenience, a margin of error of 3% is used in this example. Normally, the margin of error depends on the sample size and the outcome of the study (the p-value).

In fact, brand awareness is between 17% and 23%. In June, brand awareness appears to be 25%, which means that it could actually be between 22% and 28%. Looking at the measurement alone, there appears to be an increase, but because the margins of error overlap, this cannot be considered a significant difference. In both measurements, brand awareness could also be 23%. A positive development is observed, but due to the margin of error, this cannot be statistically proven.

If brand awareness were to be 27% in June, this could be considered a significant difference. In this case, awareness is between 24% and 30% and therefore does not overlap with the first measurement. In this case, it would be possible to speak of a significant difference in brand awareness.