The client asks why. Look beyond the table.

Ask the Data Analyst to compare groups, find themes in open answers and show the responses behind a finding.

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Plan the analysis early.

Work with the Plan assistant before responses arrive. Decide what to measure, which groups to compare and how to weight the results.

Compare crosstabs, bases and significance. Ask for themes in open answers, how often they appear and quotes from the group you’re studying.

Open response citations, transcripts and recordings. Attach a prior study or other data to explore where the findings agree or differ.

TAKE A CLOSER LOOK

Crosstabs, with the bases visible

Compare counts, percentages and significance. Check raw and weighted bases before drawing conclusions about a small group.

Themes from open answers

Find themes, compare groups and read the source answers. One response can contain several themes, so check the base.

Inspect the weighting

Use target proportions or manual weights, including nested targets. Check efficiency, weight ranges, missing cells and convergence.

Ask a question about the data

Request comparisons, explanations or quotes. Open the citations and reasoning. Refine the question in the same conversation.

Bring in other sources

Attach a brief, codeframe, prior wave or table as PDF, Word, text, CSV or Excel. Say which sources to compare.

Save the charts you need

Edit breakdowns and filters, save charts and organize folders. Use the checked folder to present findings or build slides.

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