Build Crosstab

The Build Crosstab tool (found under Analyze Results → Build Crosstabs) is one of the most powerful and customizable areas in Glass. It allows you to segment data, run statistical tests, and create exportable tables that summarize results by key subgroups — all within the platform.

This tool is designed to put you fully in control of your analysis, with flexibility to define banners, apply filters, configure metrics, and customize how data appears in your export.

The Banners and Filters tab is the starting point for building your Crosstab.

Banners are the subgroups you want to use for your data analysis. Each banner point becomes a column in your Crosstab – for example, by gender, age, region, or other classification variables.

• Click Add Banner Point to create a new subgroup.

  • Give it a name (e.g., Females).
    Select the question used to define the banner (e.g., Gender).
    Choose logic operators like Equal To, Either (OR logic), or Not to define inclusion criteria.
    Select the response option(s) that meet those criteria.

• Continue adding banner points until you have all desired subgroups.
  

Quick Add Banner Points – For faster setup, click Quick Add Banner Points. A pop-up will appear on the right, allowing you to select one or more questions (e.g., Ethnicity). Clicking Apply automatically adds all response options for that question as individual banner points.

Pro Tip: The Apply to Existing Banner Points checkbox allows you to combine new banner points with existing ones. This saves time when creating multi-dimensional comparisons. For example, if you already have Concept 1 and Concept 2 banners, applying Gender will create:

Concept 1 – Male
Concept 1 – Female
Concept 2 – Male
Concept 2 – Female

Filters – The Filter section lets you limit your analysis to a specific subset of respondents. Define your filter using survey logic (e.g., Men or WAVE 2), and all banners in your Crosstab will report only for that filtered group rather than the total sample.

The Crosstab Configuration tab lets you control layout, metrics, and export settings.

1. Stack Question Labels

   • Checked (default): Matrix or scale statements appear stacked vertically with response options nested below.

   • Unchecked: Statements are listed horizontally across the table with banners nested below.

   • Use whichever layout helps you read and interpret results most easily.

2. Include Stat Testing

   • Toggle on to include statistical significance testing.
     Choose your confidence level (90%, 95%, or 99%).

   • Stat test results are shown with alpha characters in your export.

3. Include Free Text Tab

   • When checked (default), your export will include an Open End / Free Text tab.

   • For large datasets, consider unchecking this to reduce file size.

   • See the Open End Responses Guide → for more details.

4. Include Metric Summary Tab

   • Adds a simplified summary tab to your export showing calculated Top Box, Bottom Box, or Average scores for each question — ideal for quick topline reviews.
     

Question Configuration This section allows you to fine-tune which questions appear and how metrics are calculated.

• Left side: Check or uncheck questions to include or exclude them from your analysis.

• Right side: Customize settings for each selected question:

  • Top Box / Bottom Box: Enable and define which options count (defaults to Top 2 Box, but you can adjust to any number).

  • Base Dropdown: Choose how proportions are calculated:

    • Exposed to Option (default) — denominator includes only respondents shown each response option.

    • Exposed to Question — denominator includes all respondents who saw the question, regardless of skips or routing.

Pro Tip: Adjusting base definitions helps clarify how percentages are calculated in questions with skip logic or complex routing.

At the top of the Crosstab Builder, you’ll find a Title Box and Save Options:

• Enter a clear name (include a date or version number).

• Click the floppy disk icon to save your setup.

• Choose Save as New or Replace Existing if updating an older version.

To reuse past work, click Load Saved to access a dropdown list of previously saved Crosstabs. This is an easy way to duplicate layouts, apply new filters, or build consistent analysis waves.

Once your setup is complete:

1. Click Export at the top right.

2. Depending on file size, export generation may take up to a few minutes.

3. Navigate to the Exports tab (left sidebar).

4. When you see the cloud download icon, click to download your Excel file.

Your Crosstab export includes five standard tabs:

1. Table of Contents Lists each question with:

• Question number

• Category (Demographic, Standard, or Custom)

• Label

• Full question text - Each question text is hyperlinked — click to jump directly to that section in the next tab.

• Question type (e.g., Multiple Choice, Matrix, Ranking)

2. Questions  Displays all survey results:

• Each green header represents a question

• Columns correspond to your banner points

• Includes sample sizes, percentages, counts, and (if enabled) stat testing notations

• Scroll right for total counts and exposure bases

3. Survey Variables Shows any custom or hidden variables you defined in your survey setup, based on either question logic or respondent IDs.

4. Definitions Documents how each banner and variable was defined, including logic, display conditions, and any hidden variable notes.

• Pro Tip: Use the Definitions tab as your “audit trail” — it’s invaluable for verifying logic and sharing analysis methodology.

5. Free Text Responses Lists respondent IDs and open-ended responses, along with hidden variable flags for reference.