When you use forward answers the answers (or subjects if you use a grid question) will be forwarded from the selected, preceding question. This means that the respondents will only see the answers or subjects that they have selected at the previous question. This ensures that respondents can only see and therefore pick answers that are relevant to them, supporting engagement and quality of the answers given.
Interpretation of the results
If you have used forward answers for a particular questions, you will see this marked clearly in the results dashboard, as well as from which questions your answers have been forwarded.
The percentage will be based on the total sample by default, which can give you a market-wide understanding of how widely endorsed that attribute/brand/activity etc. is. It is a more typical way of comparing brands at an overall market level either via attributes or supporting analysis of conversion rates through the brand funnel compared to other brands.
Calculating the % based on the forwarded sample
You might want to see the percentage based on the people that gave the answer in the first question, instead of total. That's why we also give you the option to base your percentages based on the forwarded sample. This allows you to e.g. see what % out of those that are aware of the brand, have also purchased.
You can change the calculation by opening the the Options menu at the top right hand corner and choosing the option to calculate % based on forwarded sample. This will update all percentages for questions that use forward answers in your survey.
