Running your first analysis

It’s time to run your first analysis with Consumer Insights. This video walkthrough uses the Global Survey to find out which age groups are most likely to use a fitness tracking app in the U.S. The same steps apply to any topic you’d like to explore.

1	Choose your survey module and country From the Consumer Insights homepage, click into the Global Survey. Use the survey switcher, country selector, and update selector at the top to choose your market. For this example, select Global Survey, United States, 2026 - Update 1.
2	Find your topic or question Use the search bar or browse by topic category. You're looking for a question about fitness app usage. Tip: try searching the behavior or product type (e.g. 'fitness tracker' or 'health app') rather than looking for an exact question match. The survey uses natural-language question phrasing.
3	Select your row variable Once you've found your question, add it as the row variable. This becomes the data you're analyzing, in this case, which health apps respondents use.
4	Add a column variable (your breakdown) To see results by age group, add an age variable as your column variable. You can also use gender, income ,job industry, or any other demographic as your column. This is where cross-tabs come in.
5	Read the table The tool shows you percentage responses by segment. You can switch between list view and cross-tab view at the top of the results under Show selection.
6	Visualize and export Use the chart icons to switch to a visual view. Table charts, bar charts, and column charts are available depending on your data structure. Use the heatmap toggle on a table chart to visually highlight where the strongest concentrations are, useful when you're scanning a large table quickly. Sort your analysis by answers or values. When you're ready to export, click the download icon at the top right of the page. You can export every analysis as a CSV for further analysis or to share your findings with others. An analysis in list view (without cross-tables) can also be downloaded directly as a PowerPoint with column charts.

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