Analysing qualitative data, such as respondents' comments and emotions towards a brand, enables subjective opinions to be effectively transformed into valuable quantitative conclusions. This allows for a better understanding of content, such as customer feedback or comments, and the identification of key themes and trends.

Cross tabulations provide key information to help understand which areas need improvement and which areas make the brand stand out in the eyes of customers.

Cross-tabulating questions with tags is possible for NPS, rating, single and multiple choice, single choice matrix, rating matrix, list and drag and drop questions.

To create a cross tabulation, go to the Results tab and select Add comparison, which is available before and after each question.

Select Tag analysis.

In the view on the right, you will see options for selecting the data range of your cross table. Select which tags you want to analyse by searching for them in the list or by entering the tag value in the search box.

Select what tag analysis do you want to do. In the case of a cross table, this will be Tag distribution within a question.

Then select the question you want to compare.

A chart will appear showing relationships between questions and tags.

There are small arrows in each table column that you can use to sort the data.

In the Design options, you can also change the type and colour of the chart and decide whether to display the chart with a table or just the chart or table alone. Depending on the type of question, different ways of presenting the results are available.

If you want only some responses from a given question to be displayed on the chart, click on the response located in the chart legend, it will be crossed out and removed from the chart.

For matrix or rating questions, the table also includes a weighted average.

You can save the comparison in the form of a report. Click Save report as... in the upper right corner of the Results tab.