In this article:
What are Crosstabs?
Create Your Own Crosstab is a self-serve tool designed to put the power of data analysis directly into your hands. With it, researchers can quickly build cross-tabulations within the platform - no need for custom outputs or analyst support.
Whether you’re answering a quick question or diving deeper into your data, this tool makes complex analysis simple, fast, and accessible.
Built to remove common workflow bottlenecks, Create Your Own Crosstab empowers you to explore your data on your terms and unlock insights in minutes instead of days.
In this guide, we’ll walk you through how to use the tool, key features, and tips to get the most out of your analysis.
Key Benefits
Crosstabs allow you to quickly break down and compare data across different groups to uncover patterns, relationships, and insights that aren’t obvious in the overall results. For example:
You can see how opinions differ by age, gender, or usage level.
Spot trends like “heavy users prefer Feature A” or “satisfaction scores are higher in Region X.”
Answer specific questions without needing to request custom data cuts.
In short, Crosstabs help you slice and dice your data to reveal meaningful differences between segments- making it easier to draw actionable insights.
Creating your Crosstab
From inside your study, navigate to the Storyteller tab. Here, there are two ways to create a Crosstab table:
From within an existing Story
Or as a separate Insight
If you’re building a Crosstab from an existing Story, keep in mind: your table will only include data used within that Story. For a more flexible setup, you may prefer starting from a new Insight.
Click Create Crosstab from either a Story or a new Insight. This will open the Crosstab builder, where you can begin selecting the variables for your table.
Setting Up Your Crosstab
In the left-hand panel, select + Variable under either the Rows or Columns sections:
Rows appear on the left side of your table.
Columns appear along the top of your table.
You can choose variables from:
Study questions
Idea Screen or Idea Split exercises
Screening questions
Demographic groups
You can add multiple variables to each section and even create layers for deeper filtering. For example, to compare the purchasing behavior of Males aged 18–29 vs. Females aged 18–29, you can create a layer for Age within your Gender variable.
Once your variables are set, your Crosstab table will display:
Variables in the top banner and side stub
Base sizes for each variable/layer
Results in the rows and columns
Customizing Your Crosstab
You can tailor the table further:
Title your Crosstab table
Enhance your title using AI to make it shorter, longer, improve the writing, change the tone, or break into bullet points.
Swap rows and columns
Click the Swap button in the left panel to switch their placement.
Hide options
Use the Eye icon in the dropdown next to a question to filter out specific options and focus on the data you need.
Group options
Combine multiple options to view their results together (e.g., create a “Top 2 Box” across variables). Select the options you want to group together and right click to pull up the drop down list. From here, select Combine Options.
Change display format
By default, results appear as percentages. To view counts instead, use the Display value as dropdown in the top-left corner.
Add Stat Testing to your table
In the appearance tab, select Add Stat Testing, select your confidence level, and click Apply. Your Stat Testing results will be displayed in a banner across your table
Exporting Your Crosstab Results
Once you are satisfied with your results, select the Save button in the top right corner of the Crosstab Builder.
If you are creating your Crosstab as a new insight, it will save as a new Story
If you are creating your Crosstab in an existing Story, it will save as a slide within your Story
If you want to share your Crosstab Table outside of the platform, you can export your results. There are two ways to export your Crosstab table- as a PowerPoint slide, or as a CSV table.
To export your Crosstab to PowerPoint, select the Export button in the top right corner of your Story. From the drop down, select Export as PPTX.
To export your Crosstab to CSV, select the 3 Dots to the right of your Crosstab table within your Story. From the drop down, select Export as CSV.
You are now ready to share your results!