Session 10

Interpretation of Results

Extracting Valuable Insights From Results Tables

Results tables are fundamental to comprehend the data gathered in surveys and extract the insights you seek. They display accumulated data from all responses in both absolute and percentage values.

  • Absolutes: Represent the number of individuals who have provided a specific answer.
  • Percentages: Calculated based on the total number of individuals who responded to a particular question.

Results tables are organized with information structured in rows and columns.

Components of Results Tables

In results tables, you will encounter the following components:

  • Rows: These represent questions and question choices. For example, if you ask about preferred brands, each brand and its percentage of buyers will appear in rows. In questions like rating scales, you can obtain averages and other indicators, such as Top2Boxes or Top3Boxes.
  • Base: The number of individuals who have responded to the question is also shown in rows.
  • Columns: Represent headers. The first column typically displays the total number of individuals who have completed the survey. Subsequent columns often provide results by demographic variables like gender, age, or geographical area. You can also include additional variables to analyze differences in project results, such as buyer vs. non-buyer data.


Thank you for joining us in this capsule on interpreting results through results tables. In our next session, we’ll guide you on how to effectively read and understand your research data.

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