Guide to using Crosstabs in Pollfish

Crosstabs are a matrix-style format for data visualization and are one of the most useful and common ways that market researchers analyze data. Pollfish offers cross tabs as an excel export for easy synthesis outside of the platform. 


Analyze Pollfish data using crosstabs

Crosstabs are an easy way for researchers to synthesize data and analyze the relationships between two (or more) variables. The variables represent categorical data from the survey, and are displayed in rows and columns in a matrix for researchers to quickly find data in corresponding cells.

Many traditional tools and services offer crosstab reports, although the process is extremely manual. Researchers may only have access to the raw data from their studies initially and need to request that a crosstab report be generated for them. Because these reports are often an additional service, this can add significant expense to a research project. 

Pollfish has always been at the forefront of market research technology, so we tackle crosstabs a bit differently. Our process is automated to generate crosstab reports from the survey data that we collect, which is a better fit for convenience, cost, and accuracy for teams of all sizes. 

As of February 2020, Pollfish has launched crosstabs in beta and is currently giving everyone a chance to try out the feature.

Get started with crosstabs in Pollfish

To take advantage of the crosstabs feature in Pollfish, visit the results page of a completed survey, select “Export results” and choose “Crosstab” as your export option. You will be sent an email that notifies you when your export is complete. Open the document in Excel or Google Sheets to get started. 


The crosstab sheet will include four “tabs” across the bottom.

  • Count: This sheet shows the number of responses that fit a row and column.
  • Percentage: This sheet shows the percentage of all responses from the survey that fit a row and column. 
  • Row Percentage: This sheet shows the percentage of the row that falls into a specific column. 
  • Column Percentage: This sheet shows the percentage of the column that falls into a specific row. 

Example results using Pollfish crosstabs

Say you’re interested in Android users, specifically those who might switch to using an iPhone. You could run a survey, similar to the one below to ask men and women of all ages their opinions about the two devices.

Pollfish platform survey results for iPhone 11.

However, you could achieve a deeper level of insight by exporting these results to crosstabs, and seeing what data correlations come from it. For example, how many women are considering switching to the iPhone? 

Using the “Count” tab, you can see that 39 women from the survey said that they were considering switching to an iPhone. Using the “Percentage” tab, you can see that the 39 women represent 13% of the sample population that was surveyed. 

The “Count” tab shows the number of respondents who selected an answer in a category.


The “Percentage” tab shows the percentage of total respondents who selected the answer fitting the categories.

The “Row-Percentage” and “Column-Percentage” tabs are inverse tables of data that show the percentage of the rows that belong to a single column, and vice-versa. You can toggle between these tabs to choose the view you prefer. 

In our example, we can see that 52% of the respondents who were considering switching to an iPhone were women, where the rows and columns are displayed differently depending on the tab selected. 

Data displayed in the “row-percentage” tab (Top) and “column-percentage” tab (bottom) show correlations of the percentage of respondents in a given row or column.

To gain familiarity with crosstabs, you can view the iPhone survey here and check out the crosstab export to see how the data looks. Or, you can export your own finished Pollfish survey to explore your results with a new tool. Our team is excited to help you learn more about this new feature, so don’t hesitate to reach out to our 24/7 Customer Experience team if you need assistance.