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What is the Household View?

The Household view shows you confirmed traits about the homes the people in your audience live in — things like whether they have a fireplace, run a home business, own a pool, or speak a language other than English at home. Each trait is shown next to a comparison group. You can also “star” any insight you want to keep an eye on, and Huckle will gather those into a separate Starred Insights tab for easy reference later.

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Before You Begin

Before exploring the Household view, make sure you’ve already imported an audience list. You can do this using the Import Data button in the top-right corner of the screen. You can also use Audience Builder. If you want to compare two audiences against each other (instead of comparing your audience to a geographic area), make sure both audiences are already saved in Huckle.

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Getting to the Household View

From the left-hand menu, expand Insight Explorer and click Household. You’ll land on a page titled Household Information with three tabs near the top:

• Starred Insights — A collection of every insight you’ve starred from the other two tabs.
• Household Details — Individual household traits shown as comparison bars. (This is the default view.)
• Household Makeup — A set of bar charts showing the underlying composition of your audience’s households.

Click any tab to switch views. The selected tab is highlighted in blue. The two info boxes near the top of the page — Selected Audience(s) and Comparison Data — stay the same across all three tabs and tell you exactly what’s being compared.

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Household Details

This is the default tab. It shows a grid of cards, each focused on a single household trait. Every card contains the same four pieces of information.

• Trait name — The household attribute being measured (for example, Donates to Charity/Causes or Fireplace in Household). The small info icon next to the name opens a short definition.
• Comparison badge — A colored pill near the top of the card showing how your audience compares to the comparison group. Green pills with an upward arrow (for example, +33% vs comparison data) mean your audience indexes higher. Orange pills with a downward arrow (for example, -70% vs comparison data) mean your audience indexes lower.
• Your Audience bar — A green bar showing the percentage of your audience that has this trait.
• Comparison Data bar — A purple bar showing the percentage for whatever you’re comparing against.

The Household Makeup view additionally shows a few broader breakdowns of your audience as full bar charts rather than single-trait cards. Each chart shows the distribution of your audience across every possible value.

• People in Household — A bar chart showing the share of your audience with 1, 2, 3, 4, 5, 6, 7, or 8 people living in the home.
• Occupation in Household — A bar chart showing the share of your audience falling into each occupation category: Medical, Professional/Technical, Sales/Service, Self-Employed, Student, Other, and Unknown.
• Primary Language in Household — A bar chart showing the most common language spoken at home, with categories such as English, Italian, Spanish, and Unknown.

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Starring Insights

Each card on the Household Details tab has a star icon in its top-right corner. Click the star to mark that insight as important.

• An empty (outlined) star means the insight is not currently starred.
• A filled (solid) star means the insight is starred and will appear on the Starred Insights tab.

Click the star a second time to remove it from your starred list. The Starred Insights tab works exactly like Household Details — the same card layout, the same comparison bars, and the same percentages — but only shows the insights you’ve chosen to keep.

Tip: Starring is a useful way to build a short list of the traits that matter most to you for a given audience or project, without losing them in the larger grid of cards on the Household Details tab.

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Comparing Against Other Data

The Compare to… button in the top-right corner of the page controls what shows up as Comparison Data on every card and chart. The number next to the button shows how many comparison selections are currently active. To change the comparison:

1. Click the Compare to… button.
2. Choose what you’d like to compare against. You can compare to a state, a city or area, or another audience you’ve saved in HUCKLE.
3. Every card and chart on the page will refresh to use your new comparison.

If you don’t make a selection, HUCKLE will compare your audience to the U.S. National Average. The current comparison is always shown in the Comparison Data box near the top of the page. This comparison feature works the same way as on the Demographics view.

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Other Views That Work the Same Way

Three other sections of Insight Explorer use the same layout as the Household view. The cards, the comparison bars, the star icons, the Compare to… selector, and the Export View button all work exactly the same on these pages:

• Media, Tech, and Politics — Insights about the media your audience consumes, the technology they use, and their political leanings.
• Consumer Passions — Insights about the interests, hobbies, and topics your audience cares about most.
• Donations & Volunteering — Insights about the causes and organizations your audience supports.

Each page opens with its own set of tabbed views and an “About this data” box at the top, but the rest of the experience — comparison cards, starring, and exporting — is identical to Household. Starred insights appear in that view’s own Starred Insights tab.

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Exporting What You See

To save the current view, click the Export View button in the top-right corner. This downloads the cards and charts on screen — including both your audience and the comparison side — so you can share them in a presentation, a report, or with a teammate.