Analyze: cross-tabs, filters and segments
The Analyze tab’s Cross-tabs: any question by any group, with significance letters, a chi-square test and exports.
What you will learn
- Build a cross-tab with rows and columns
- Read the A/B/C significance letters
- Filter, and save a segment for reuse
- Export to Excel, CSV or a codebook
Step by step
- Open a survey’s results and choose the Analyze tab. The sections are Cross-tabs, Drivers, Funnel, Quality, Cost and Compare.
- In Cross-tabs, choose Rows (a question) and Columns (break down by): another question or a profile field (gender, age band, region, network, channel, country, tracker wave).
- Switch between Column %, Counts or Both. Swap rows and columns flips the table.
- Each column has a letter (A, B, C…). A letter in a cell means that group is higher than the lettered group at 95% confidence.
- Read the chi-square line under the table: whether the whole table shows a real difference.
- Use the bar at the top (Who) to Add filter: by answers or profile. Filters also apply to Drivers and Quality.
- Press Save as segment, give it a Name (for example “Young women on MTN”) and Save segment. It is then available on every survey of your client.
- Press Export for Excel (.xlsx), CSV or Codebook + raw data.
What you will see
- “Some cells are small; read the test with care.” when cells are thin.
- “Too few people” when fewer than 30 answered both questions.
- The raw data has codes only: never phone numbers.
Check yourself
Pick an answer for each question, then press Check my answers. Nothing is saved or sent.