What Is the Cross-tab Tab?
Cross-tab analysis is a method of dividing survey data by various criteria — such as gender, age, or occupation — and comparing the results across groups. Rather than simply reviewing overall response rates, you can also see which groups show higher or lower frequencies for specific responses.
For example, by running a cross-tab analysis on a brand preference question using gender and age group as criteria, you can identify patterns where preference is particularly high or low among certain age groups or genders.
Cross-tab analysis lets you compare response results by group for a deeper understanding of your data, which in turn helps you identify key target customers or refine marketing strategies.
When Do You Need the Cross-tab Tab?
✅ When you need to identify differences between groups
"Overall satisfaction with our product is low —
I'd like to know which customer segments are particularly dissatisfied. 🤔"
🧙 Here's how you can use it
By running a cross-tab analysis on a product satisfaction question using criteria like age or gender, you can identify characteristic patterns within specific groups.
For example, even if overall satisfaction scores look similar, you may find that satisfaction is comparatively lower specifically among women in their 20s.
This kind of analysis helps you move beyond improving overall satisfaction and instead develop targeted improvement strategies for specific customer segments.
✅ When you need to analyze multiple variables simultaneously
"I want to see if there are differences by gender —
but can I also check age group differences at the same time? 🤔"
🧙 Here's how you can use it
In the Cross-tab tab, you can combine up to three analysis units at once.
For example, by setting gender, age, and occupation simultaneously as analysis units, you can compare response patterns across every combination of groups on a single screen.
This enables a more multi-dimensional interpretation of the data that would be difficult to achieve with a single criterion.
✅ When you need to share analysis results with your team quickly
"I want to share analysis results with my teammates right away,
but sending screenshots every time is a hassle. 🤔"
🧙 Here's how you can use it
Copy the link from the cross-tab screen and share it in your team channel — teammates can immediately view the same analysis screen.
You can also use the bookmark feature to save important cross-tab results for easy access later, making it convenient for sharing analysis results and collaborating within the team.
Key Features and How to Use Them
1️⃣ Creating a cross-tab table · Checking color coding
Drag and drop the analysis target and analysis criteria into the desired areas to create a cross-tab table. The resulting table lets you quickly compare which groups show higher or lower frequencies for specific responses.
Color coding is also automatically applied to cross-tab tables. Values that are statistically significantly higher or lower compared to the overall value are highlighted in color, making it easier to spot meaningful data.
2️⃣ Using Compare with Total / Between-group Comparison
The Compare with Total / Between-group Comparison feature lets you verify whether differences in response rates are statistically significant. Results are displayed with both color coding and alphabetical labels, making it easier to identify differences between groups.
Compare with Total: Checks whether a specific group's response rate is statistically different from the overall response results at the configured confidence level. Values significantly higher than the total are shown in red; lower values are shown in blue.
Between-group Comparison: Compares differences in response rates between groups within a single analysis criterion. Select the reference group (column), and groups with statistically higher values than the reference are shown in red, while groups with lower values display an alphabetical label.
3️⃣ Saving cross-tab analysis
Click the [Save Cross-tab] button to save your configured analysis conditions. Saved analyses can be reviewed later or shared with others.
Saved cross-tab tables are available under the [Saved Cross-tabs] menu, where you can see the title along with the analysis criteria, filters, and other settings at a glance. Sharing, editing, and deleting are all available from this menu.
Have you got a good understanding of the Cross-tab tab?
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