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Consumer Insights
Tool Features
| Feature | What it does |
| List view | Displays results for one question across the total population. Use it to understand overall distribution and get a clean, ranked overview of responses. |
| Cross-tab view | Breaks down the results for one question by one or more additional variables (e.g., age, gender). Use it to compare how different groups respond and uncover patterns or differences between segments. |
| Heatmap | Color-codes cells by value to highlight where concentrations are highest. Toggle it on in cross-tab view to spot patterns at a glance. |
| Sort | Reorder rows by any column in ascending or descending order. Compare multiple brands or behaviors to find what stands out. |
| Index | Measures how strongly a characteristic is represented in your selected group compared to the total population. An index of 154 means that group is overrepresented by 54% compared to all respondents. Use it alongside the sort function to quickly surface where your target group stands out most. |
| Absolute | The estimated real-world population count represented by the percentage, based on the survey's population weighting. |
| Population | The total number of internet users in the selected country and age range that the survey results represent. |
| Total / Share of all respondents | Shows each response as a percentage of the total survey base, rather than just within your selected segment. |
| Target groups | Filter all results by a custom-defined audience. Build your own based on specific criteria to analyze tailored subgroups. |
| Predefined target groups | Pre-built audience segments (Gen Z, Millennials, high-income households, etc.) available in the navigation panel. Start here as a quick way to segment without building custom groups. |
| Country switcher | Switch between individual markets directly in your analysis. |
| Country comparison | Add multiple countries as column variables in the compare section for a side-by-side comparison across regions. |
| Time period switcher | Switch between individual survey updates directly in your analysis. |
| Year-over-year trend analysis | Select specific survey waves in the compare section to analyze trends over time and track how responses change across different periods. |
| Survey switcher | Switch between Global Survey, Brand KPIs, Pulse, Media & Touchpoints, and Survey Library. Found in the top-right corner of the tool. |
| Chart view | Switch from tables to bar, or column charts. Available options depend on your data structure, and charts can be downloaded as PNG files. |
| CSV export | Download raw results as a CSV file for further analysis in Excel or another tool. |
| PowerPoint export | When in list view, export your analysis directly to a formatted PowerPoint file, ready to paste into your slide deck. |
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