Survey Variables

Survey Variables allow you to create custom segments, logic-based groups, and quotas that extend beyond standard demographic questions. These are accessible in the Build Survey tab, under the Questions tab — scroll to the very bottom to find the Variables section.

Variables are powerful tools for segmentation, quota management, and post-field analysis. They can be used in filters, Crosstabs, terminations, and reporting to help you better understand specific respondent groups.

To build a new variable:

1. Navigate to the Build Survey → Questions tab.

2. Scroll to the bottom and click New Variable.

3. A new window will appear.

In this window:

• The Title represents the group of segments you’re creating — this is what appears in the Variables list on the left-hand panel.

• Each Segment within that group acts as a subcategory or definition within that variable set.

For each segment, you’ll:

• Enter a name (e.g., Millennials or Frequent Visitors).

• Define the logic using existing survey questions.

  • You can use AND / OR logic to create detailed combinations (e.g., Age 25–34 AND Female).

  • Select specific response options that meet your definition criteria.

These definitions export automatically into the Definitions tab of your Crosstab export, allowing you to see the logic behind every segment.

Pro Tip: Use clear, descriptive segment names – they’ll appear in filters and Crosstabs exactly as entered.

If you want to create a variable based on respondents rather than question logic (for example, coded open ends or external classifications):

1. In the New Variable window, scroll down and click Define Segment by Respondent IDs.

2. Choose Specify Respondents.

3. Copy and paste the respondent IDs you want included.

4. Click Add, then name and Save Variable.
   
   

These custom groups can then be used for reporting, filtering, or analysis — see the Creating Groups by Respondent ID Guide.

Variables can also be used to set quotas when the grouping you need isn’t based on a standard demographic question.

After creating a variable:

1. Click Manage Quotas on that variable.
   You can specify whether All, At Most, or None of respondents should meet a given criterion.
   

This functionality is especially useful when you need to:

• Limit participation from a niche audience (e.g., only 20% of frequent travelers).

• Balance respondents across regions, product users, or behavioral segments.

• Create logic-based quotas combining multiple questions.
  

For more on setting quotas, see the Quota Management Guide.

Once saved, your variables can be used in multiple parts of the platform:

• Terminations: End surveys early for respondents who meet or fail certain criteria.

• Reporting: Filter data to focus on key subgroups.

• Crosstabs: Apply variables as filters or banner points for custom reporting views.

• Hidden Variables: Reference or combine with other variable logic for advanced segmentation.

Pro Tip: Think of variables as building blocks — once defined, they can be reused across analysis workflows without recreating complex logic.

Here are a few common examples of how Survey Variables might be applied:

• Generational Segments: Combine age ranges into groups (Gen Z, Millennials, Gen X, Boomers).

• Behavioral Groups: Identify frequent purchasers or users who selected multiple specific options.

• Custom Typologies: Apply coded open-end results or external classifications via respondent ID.

• Qualification Logic: Require multiple answers to align before including respondents in analysis.