In part two of our series on Omni reporting drill-down, we're exploring how to make the best use of rating questions, segmenting data, and cross tabs -- all in the same report. Ready to learn more? Dive in!

1. Vax, Masks, and The Space Between:
Rating, Segmenting, and Cross Tabs

2. • In the first part of this series,
we shared some high-level results of
a small study on “Vax, Masks, and
The Space Between” — a look at
how some Americans were feeling as
the CDC repealed requirements
for vaccinated individuals.
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3. • In this part of our series, we’ll dive
in from the high-level Omni
Report view to examine how to: ​
• Drill down on ratings
• Highlight specific details
through segmentation and filtering
• Bring key elements together in
Cross Tabs
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4. Rating Questions Get Top Marks

5. • Any time you’re providing answer
options on a scale, be sure you’re
using a rating question.
• Whether or not your participants
actually see the numbers, collecting
weights on the back end allows you
to choose the best way to present
your results.
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6. An example:
The question about how likely participants are to wear a mask in the next few days was
a Rating Scale question. By default, results are displayed in a bar graph format, like this.

7. • A bar graph is a great starting point
— and for some questions, this may
be the ideal data visualization.
• For a rating question, though,
everything is relative.
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8. • Depending on your preferences, you may
choose to display the breakdown by:
• Percentage for each answer option
• Weighted Score — the mean or average,
in this case 2.01 on a 1-5 scale
• Net Intent — calculated by subtracting the
percentage of negative ratings (1,2) from
the positive ratings (4,5)
• Percent Favorable — calculated by adding
up only the percentage of positive ratings
(4,5)
Choose the option that makes the most sense
and use it consistently across different
questions so your audience can understand
quickly and make informed comparisons.
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9. Segment and Score

10. • Whether you’re comparing
questions, groups of questions, or
even participant groups, both
overall Omni Score options
and Segmentation in Omni can
pack plenty of power.
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11. • Here’s an example of how
segmentation can offer deeper
insights into the question about
participants’ comfort level in
participating in certain activities
without a mask.
• On a base grid question, each sub-
question is displayed by Weighted
Score, and the segments are made
up of merged sets:
• Fully + partially vaccinated
• Not yet vaccinated + not planning to be
vaccinated
• This breakdown makes it easier to
see who’s who.
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12. • You can also make this kind of
comparison between questions
through the Score option in Omni.
• In this example, you’ll see
segmentation across two different
questions — about wearing masks
and maintaining distance.
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13. • You can also use segmentation on
questions other than rating questions,
like this breakdown of vaccination
status by age group.
• A great feature of segmentation in
Omni is that it’s easy to create the
reverse display — for example,
breaking down age group by
vaccination status instead of breaking
down vaccination status by age.
• The goal? Display responses in the
format that will be easiest for your
audience to understand.
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14. Cross Tab

15. • Graphs can be great at-a-glance
overviews, but to drill down into
potential relationships between variables,
the Cross Tab is a powerful choice.
• In this example, two demographic
questions provide the “row” variables and
vaccination status provides the columns.
• The percentages displayed indicate the
likelihood that someone in that group
plans to wear a mask — by percent
favorable.
• This Cross Tab includes customized
conditional formatting (often referred to
as a heat map) to make it easier for
the audience to easily view "hot spots".
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16. Want More?

17. • Slicing and dicing can help you to
uncover fascinating insights in your
data, but it can also be easy to get
carried away.
• Options in the Omni Report make
it easy to test out a variety of
slices, then make decisions about how
to share the most useful data most
effectively with your target audience.
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18. Want more?
Binge watch… Read the full blog… Like some podcasts!

19. Have we met socially?

20. Thank you!