A percentile reports the percentage (rank) position at which a score sits in the relevant normative database. For example, a score of 50 represents the average on a measure, while a score of 70 reflects the value above which the top 30% of all scores achieved fall. Percentiles allow quick and easy comparisons of scores across different questions, scales, markets, media and norms. To ensure we are comparing against contemporary norms percentiles are updated each quarter with norms from the last 5 years.