Session 11

Reading the Tables

Understanding the Basics of Reading Results Tables

When you delve into the results of your project and examine the results tables, it’s essential to know how to read them correctly.

  • Interpreting Total Data: When you read results based on the total sample, you are analyzing the overall data – the total number of responses obtained for each question. Remember to check the base of respondents who answered each question. If a question was directed at only a portion of the sample, the data displayed pertains to those who responded. For instance, if you inquire about reasons for not buying your brand, the percentages of answers reflect non-buyers of your brand, not the entire population.
  • Reading Between Subgroups: You can also perform readings between subgroups, such as comparing data between men and women or a subgroup and the total population (e.g., youth versus the entire population).
  • Exploring Grids or Crosstabs: These features allow you to view results of different subgroups on various questions asked for each subgroup. For example, in a monadic study where each respondent rates one concept, you can analyze different KPIs (Key Performance Indicators) like overall liking or purchase intention for each concept.

Effective interpretation of results enables you to analyze and derive meaningful insights from your research.


Thank you for joining us in this episode. In our next session, we’ll guide you on how to interpret significant differences in research data.

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