Our results breakdown feature gives you the opportunity to see your results split by demographic profiles or cross-reference the answers to multiple questions, to find the group of respondents who vary from the survey average, give you a richer understanding of your results and allow you to take nuanced actions based on your results.

Results breakdowns (otherwise known as crosstabs) are really easy to build yourself, to uncover insights in your survey data.

Creating results breakdowns

In the results dashboard, you'll find the Results breakdown page in the left-hand navigation bar. In the Results breakdown page, you can choose to breakdown your survey by:

  • Demographic

  • Question

  • Segments

If you choose demographic or question, you'll be able to choose a single demographic or answer variable by which to break down all the questions in your survey. This will produce a matrix table for each survey question, with the variable as your columns and the answers to your survey questions as the rows.

You can choose which columns to include and which question to apply the breakdown to on the right hand side.

Next to that you can also create your own market segments which can be a combination of multiple demographics, questions and answers. You can create your own segments by going to the Filter tab and selecting which variables you want to combine into a segment e.g. female online shoppers, Londoners with an income > £50k.

You can use these tables to find the respondents who under- or over-index compared to the survey average, to understand where the differing opinions are in your survey sample. This allows you to take more nuanced actions, designed for specific consumers, based on your survey results.

At the moment results breakdown is not available for open text questions.

Viewing statistically significant responses

You can now also see if there are statistically significant values in your results breakdown. Go to the “Sig. Test tab” and choose which benchmark and confidence level you want to use for your test. When results are statistically significant, it means you can draw conclusions from your data with high confidence, as there is a low chance that the results of the survey came about by chance.

From this example you can learn that Female Millennials significantly more say that they use Instagram the most, whereas for Gen Z this is TikTok.

Exporting results breakdowns

You can also export your Results breakdown tables to Excel for further analysis. Once you've applied the variable you want to explore in the Results breakdown page, click Export at the top of the page to produce an .xlsx file which can be opened in Excel, Google Sheets, Numbers and more. From here you can interrogate the data further, or produce charts to help further visualise the variance in responses. We recommend creating bar or column charts from these tables.

Another option is to simply copy the results breakdown table from a single question. You can copy the values and paste it in a spreadsheet, or just copy the table as an image that you can use in a presentation or share via mail.

For more help creating and using results breakdowns, don't hesitate to reach out to our team using the in-platform live chat.

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