Skip to main content
Question analysis brings every response to a study question into one view. Use it to compare cohorts, spot patterns and move from a chart or theme to the people behind it.

​
Explore a question

1

Find the question

Search by its number or wording, or use the page outline.
2

Choose the cohort

Apply available profile or segment filters. Charts and coded themes update for the selected participants.
3

Compare groups

Choose an available profile field, segment or persona to see differences side by side.
4

Open the responses

Select a chart segment or coded theme to inspect the participants and answers behind it.
Structured questions use charts suited to their format. Spoken questions can show coded themes when a codebook dimension covers them. Multiple-choice totals can exceed the participant count because one person may choose several answers. Results describe the selected study cohort. Check cohort size, filters and question wording before presenting a difference as meaningful. For spoken answers, review how the categories were defined and whether the interview guide shaped the distribution. Export the data behind the charts to Excel or Word from the page’s Export button, matching the cohort filter and comparison currently applied. Use the Codebook to inspect coded themes and Interviews and transcripts when the surrounding conversation matters.