Vax, Masks, and The Space Between: Rating, Segmenting, and Cross Tabs
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This document analyzes a study on American feelings towards mask-wearing after the CDC lifted restrictions for vaccinated individuals. It discusses effective methods for presenting survey data using rating questions, segmentation, and cross-tab analysis for deeper insights. The goal is to choose clear visualization strategies that allow the audience to easily understand and compare results.
Vax, Masks, and The Space Between: Rating, Segmenting, and Cross Tabs
- 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results of a small study on “Vax, Masks, and The Space Between” — a look at how some Americans were feeling as the CDC repealed requirements for vaccinated individuals. 2
- 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 3
- 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. 5
- 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. 7
- 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. 8
- 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. 10
- 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. 11
- 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. 12
- 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. 13
- 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". 15
- 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. 17
- 18. Want more? Binge watch… Read the full blog… Like some podcasts!
- 19. Have we met socially?
- 20. Thank you!