Cross-tabbing of questions

Cross-tabs help you see how answers to one question relate to answers from other questions.

For example, you can find out which TV platform Tom and Jerry fans are more or less likely to watch!

1. Go to "Audience Segmentation Tools" (light blue icon on the left-side bar), and click "QUESTION TIME".

2. Choose a country you're subscribed to (in this case, we'll stick with the UK).

3. Select survey type refers to which survey (online vs offline) we want to pull the questions from.

The online survey includes questions related to kids' online ecosystem (e.g. video games, characters, tv shows, films - which is what we're interested in for this example), while the offline one focuses on their hobbies, shopping behaviour, toys, and so on.

⚠️ You can select both surveys, but not all kids complete both. This means combining data (i.e. cross-tabs) from both surveys will give you smaller sample sizes. For example, analysing what Harry Potter fans (online survey) like to do as hobbies (offline survey) will have fewer respondents.

4. Select question group - we want to analyse Tom and Jerry fans' TV platform preferences, so we can either pick "CHARACTERS" (i.e. Tom and Jerry fans), or "TV/VOD" (i.e. TV platform preferences).

5.  Adjust filters to narrow down your target audience.

Gender: we'll keep both to have a bigger sample size, and we are not interested in gender differences at the moment.

Age: for this example, we'll go for 6-to-12-year olds.

If you want to find out which age group Tom and Jerry fans are most likely to fall into, we suggest you check out our "PROFILE YOUR AUDIENCE" guide.

Date range: you can select these manually or just click on the calendar icons to quickly select the last 3 to 12 months.

⚠️ Always keep an eye on the sample size, which you can see below the filters - the higher it is, the more reliable the data!

6. Select the questions you want to cross-analyse.

Question 1: since we're interested in Tom and Jerry fans, we'll need "Which of these characters do you like?".

Question 2: this depends on what you want to understand about Tom and Jerry fans!
For this example, we'll select "Have you watched any of the following in the last 4 weeks?" from the "TV/VOD" question group.

7. Click on the bar to single out Tom and Jerry fans.

If the labels are shortened, you can click on the settings icon on the top right corner of the chart and select "long labels".

8. Click this button to export your data in Excel format if needed.

The coloured bar indicates "all other coloured bars on this page now show only respondents who selected Tom and Jerry as characters they like."

The grey bars show the average response across all kids.

Therefore, what these charts tell us is that Tom and Jerry fans aged 6-12 in the UK (i.e. coloured bars; "interacted data") are MORE likely than the average (i.e. the grey bar, "original data") to have watched the following in the previous 4 weeks:

[i.e. the coloured bar is higher than the grey bars in the right chart; hover over the bars to compare interacted data and original data]

• Netflix (28% over-index; that's the percentage increase from the original data [44.5%] and the interacted data [57.1%].
• Sky Kids (47% over-index; from 34.9% to 51.2%)
• Disney+ (25% over-index; from 38.7% to 48.4%)

💡 CUSTOM DASHBOARDS let you analyse multiple questions about your audience at once. Instead of checking each question separately, you get a complete profile with one click.

For example, with one click you can see what video games Harry Potter fans play, which devices they use, their daily usage, their favourite TV platforms, and more.

Check out our step-by-step guide to create your own CUSTOM DASHBOARD - your one-click audience profiling tool.