What you can do with Cross-Tabbing
Compare Segments or Occasions side-by-side
View response differences by index or percentage
Highlight the top answer choices
Identify standout behaviours or gaps at a glance
How to view a cross-tab
Open your Category and go to the Compare tab.
By default, Segments are selected as your comparison baseline.
This determines the columns in your matrix.
Select the U&A questions you want to analyse.
Each selected question will appear as a row in your cross-tab.
Your matrix updates automatically as you add or adjust questions.
Customise your cross-tab
Show top answer choices
Use the dropdown to display only the top 3–5 answer options for each question.
This helps keep the matrix focused and easier to scan.
Choose how differences are displayed
You can switch between:
Index difference
Shows how much more or less likely a segment is to choose an answer compared to the baseline index, ie. the highest over index or under index will pull out the answers that may have a smaller overall percentage, but the biggest skews from the total sample average.
Percentage point difference
Shows the raw gap in percentage points. This uses the absolute percentage to show the volume of responses ie. these are the highest clicked responses in the survey. The colour coding uses the indexing scores to define if this is above or below what the total sample average was.
You can also sort results from highest → lowest to surface the biggest differences instantly.
Change your comparison baseline
Use the toggle at the top to switch between:
Segments
Occasions
Changing the baseline will update the columns in your matrix.
Tips for getting the most out of cross-tabbing
Sort by highest differences to identify standout behaviours quickly.
Compare Segments first for broad behavioural insight, then switch to Occasions for context-specific patterns.