Toluna Resources

Applying Weights to Analyze Your Survey Report

When conducting market research, data collected from surveys may not be exactly representative of the target audienceWeighting is a statistical technique that can be used to correct any imbalances in sample profiles or create reports based on different sampling scenarios after data collection. Click here to learn how to efficiently target your sample using the targeting capabilities within QuickSurveys. 

Imagine we have a survey and want to view the data split by gender. If we then interview a sample of 400 people within this population, 300 of whom are male and 100 female then we’d know that our sample over-represents men.

Weighting the resulting data can help us to alleviate this imbalance. And let’s assume the target proportions for both men and women are 50%. The proportion of men would, therefore, need to be “downweighted” from 75% (300 out of 400 interviews) to 50% while the proportion of women needs to be “upweighted” from 25% to 50%.


You can apply weights via the reporting page. Go to the Analyze dropdown and select Weighting. 

weighting 1

Select either Create weight or Import weight in the pop-up window. You will then have the ability to create demographic and even content based weighting including up to six hierarchies by drag and dropping the qualifying questions.

weighting 2

Once you have dragged and dropped the targeted question(s), you will have the ability to create your target, while directly understanding the observed numbers as well. The below example has weighting criteria based on age.

weighting 3

Once you have named and saved your weight, it will appear in the pop-up when “Weighting” is selected from the Analyze drop down. You have the option to create as many weights as possible, and also apply and de-active them based on analytical needs.

weighting 4


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Creating Top and Bottom Boxes for Survey Data Analyzation

Your survey is complete, and now it’s time to analyze the data. One feature that makes the data easier to read for rating questions is the “boxes” feature, otherwise known as top boxes or boxing scores. These boxes are only available for rating/scale questions. Analyzing the top and bottom boxes allow you to summarize the highest and lowest rating points for a better picture. Expert tip: For non-rating questions, if you want to combine answer variables it’s best to use the “nets” function. 

Here’s how you can create these on the QuickSurveys Report page:

When on the reporting page, go to the Analyze drop down menu and select Boxes

top boxes tqs 1

Select your Top and Bottom criteria. The image below shows a Top 3 and Bottom 2 setup.

top boxes tqs 2

Click on “apply to all.” In the rating questions, you will now see the line of data for Top 3 and Bottom 2. Below illustrates a Data display and a Stacked Bars display.

top boxes tqs 3

top boxes tqs 4

To remove the boxes you created, hover over the line item in the legend. Icons will appear on the right including the option to Delete or Hide.

top boxes tqs 5


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Automated Infoboards via Mobile

We’re pleased to announce the latest enhancement to our fully automated solutions, PowerConcept and PowerPack: mobile infoboard reporting!

Not yet familiar with our automated packaging and concept solutions?

PowerConcept is a fully-automated, real-time concept testing tool that enables users to understand the overall strength of their branding, product or advertising concepts. Similarly, PowerPack is a fully-automated, real-time package testing tool created to accelerate time to insight and speed to shelf.

Both solutions provide an automated, c-level ready infoboard allowing users to compare key measures and metrics, empowering them to make fast, informed decisions.

Users can now access these infoboards just as they would from their QuickSurveys dashboard, or directly from a TolunaAnalytics link in the browser. Features in the infoboard on mobile include:

  • Number of Completes
  • Demographics
  • Key Findings
  • Purchase Intent
  • Summary Maps
  • Purchase Drivers
  • Proposition Statements
  • Brand Appeal
  • Exporting a .pptx file (accessed through Microsoft PowerPoint app)

Check out the mobile infoboard previews below:


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Overview of the Reporting Dashboard

Our reporting dashboard is a real-time reporting tool for analyzing and exporting completed survey results quickly and easily. It also provides powerful analysis by offering statistical features like nesting tabulations or weighting results. You do not need to be proficient in data research or have prior advanced knowledge of data processing to understand the platform.


  • Create simple tabulations with percentages and number of respondents and a variety of graphs
  • Build cross-tabulations based on one question or the entire report
  • Subpopulation filters on questions and attributes
  • Combine questions and attributes by creating simple and advanced segments
  • Create segment groups and nested segments
  • Weight criteria and run analysis on national representative population
  • select key finding and share customized reports in just a few clicks
  • Share reports online in real-time mode
  • Export reports to Excel, SPSS or PowerPoint

Accessing Reports: 

You can access your report by clicking on the reporting button in any QuickSurvey’s dashboard.

tolunaanalytics report


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Premium Features in QuickSurveys

As you wander around the QuickSurveys tool, you might notice a little diamond icon next to some of the features within the platform. This diamond indicates that this is a premium feature, included when you upgrade your account to a subscription.



WHAT IS IT?   You get all standard freefeatures plus all of these:

Piping & Masking:

    • How to use it: Refer to this post
    • Why you need it:
        • For those of you new to the terminology, piping is used to transfer data between a source question and a target question, where selected answers in the source question will be added to the question text of the target questionMasking is used to transfer data between a source question and a target question, where selected answers in the source question will be added as answer options in the target question.
      • These features offer more ways to customize the survey experience for your respondents! It makes it easy for respondents to answer follow-up questions based on answer selections they’ve made by reminding them of what those answers were. This way, only relevant information is displayed.
      • Use Masking with More Question Types:  You can now mask from Matrix, Rating, and Ranking Questions (previously you could only mask from Choice and Tile questions). and also users can mask TO Choice, Tile, Matrix, Rating and Ranking questions.
      • Chained masking – Have multiple masking rules for one question: Users can set up multiple masking rules for each question they choose to mask with.  Previously, users were unable to have more than one rule associated with each question. When attempting to mask an answer list from Q1 into Q2 into Q3, an error message would appear when trying to mask a rule on Q3. This is no longer the case, so mask away!
    • Takeaway:  Customize the survey experience for respondents, making it easy for them to answer questions based on their previous answer selections.
    • Example:
            • Piping: You ask the multiple choice question “Which of the following electronic devices do you own?” and you want to pipe in their answers into the next question “You mentioned you own ___. How often do you use your ___”
            • Masking: You ask a multiple choice question, “You mentioned you purchased the following in the last 6 months. Which of these items did you most recently purchase?” . You can mask the answers into this question from another page.



Secure Video Hosting:

  • How to use it: Refer to this post
  • Why you need it: Secure video hosting enables users to safely upload video to their surveys, with the peace of mind that their content is protected and respondents are required to watch each video from beginning to end before proceeding.
  • Takeaway: This feature forces users to watch the entirety of a video, instead of them skimming through the video, as well as securing your video so content is protected.
  • Example: Perhaps you have a 60-second advertisement video that you want respondents to watch. Using secure video hosting will make sure respondents view the ENTIRE video securely before answering questions.


Unlimited Email Invites:

  • How to use it: When on the Launch page, click on the Email icon. A pop-up window will appear where you can upload your list, logo, and email content right there.
  • Why you need it: E-mail your surveys to your own list of contacts right through the QuickSurveys platform. You can send unlimited surveys to unlimited lists. Without the premium feature, you are not able to send your survey to your own list.
  • Example: You are a company with a large email subscription list and want to send this survey to these customers. You will only be able to do this with an upgrade to premium.


Advanced Analytics

  • How to use it: Refer to this post
  • Why you need it: Upgrade your reports for advanced analysis and data visualization options. Create custom subpopulations and cross-tabulations; apply filters and weights; conduct significance testing; upload customized PPT templates for export – and more!
  • TakeawayOur analytics dashboard provides an advanced analysis and visualization tool that empowers you to conduct a more sophisticated analysis of your QuickSurveys data.
  • Example: Sub-populations give you an advantage when you want an in-depth look at your respondents. Many users will cut data for demographics like Females, Age 18-34 or People who live in the Northeast.


Operational Quotas:

  • How to use it: Refer to this post
  • Why you need it: Easily set limits on answer options, ensuring a balanced sample representative of your target audience. Quotas refer to the maximum number of respondents that can answer a specific answer for a specific question.
  • Takeaway: These are used mainly to qualify a number of respondents or percentage of respondents who answer a question a certain way. This does not help with overall targeting.
  • Example: Say you launch a survey about potato chips. One of the multiple choice questions is about snack purchasing habits and you want to make sure that there is a minimum of 30% who “occasionally buy salty snacks” and a minimum of 30% who “always buy salty snacks”.


Custom-End pages

  • How to use it: Refer to this post
  • Why you need it: Custom end-pages give you the option to redirect your own respondents at the end of a survey to a landing page of your choice.
  • Example: You can use custom-end pages to direct respondents to your website once they have completed the survey.


Random Assignment: 

  • How to use it: Refer to this post
  • Why you need it: With Random Assignment, users can easily execute a multitude of studies within QuickSurveys, including concept testing, ad and messaging testing, iterations and more. Users can now test multiple versions of a concept with their target audience and rest assured that any changes observed after comparing the data are due to the concepts themselves — not the characteristics of the audience.
  • Conduct concept tests without bias by randomly displaying blocks of concepts (including text, videos or images) and/or questions.
  • Takeaway: It’s an easy way to get feedback fast on a new product or concept.
  • Example: Use this feature to randomly expose 1 or many concept


Do Not Ask Question/Page:

  • How to use it: Refer to this post
  • Why you need itDo Not Ask is an advanced filter logic that enables users to simply flag questions and/or pages within their survey they do not want to be shown to respondents based on their answers within the survey. What previously required more complex logic programming now only takes a few clicks!
  • Takeaway: Use  the Do Not Ask feature to add conditional logic to your survey without having to spend extra time creating complex filters
  • Example: You have a survey about personal care products and you ask the question in the screenshot below. This question has a list of hair products including “at home hair color”. There is a follow up question on Page 2 “What brand of at-home hair color do you buy?” So you set up a rule for page 1 that says if the respondent didn’t answer “at home hair color” for page 1, then do not ask page 2.


Advanced Customization:

Further customize your question and answer text for Choice Questions, Rating Questions, Matrix Questions, and Ranking Questions with these features:

  • Apply advanced styling to question text such as colors, bolditalic, custom alignment, font size and the separation of question titles in a few lines.


  • Apply basic custom styling to answer texts including the ability to highlight parts of answers as bolditalic and underline, as well as adding HTML code to the answer text



  • Add custom JavaScript to a survey page to enhance questionnaire with ad-hoc logic. (For example, prefill responses with parameters from the survey URL or auto-populate questions based on previous responses. JavaScript is available to add on the Introduction page as well. You can ask support ( for programming assistance with this if needed.



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Merging Reports

There are many useful functions within the reporting dashboard that will help you read and analyze data. You may come into a situation where you have sent multiple surveys with the same questions, and want to view the data in one report. This is when the merging report function will be useful.

Situations for Merging Reports

  • Surveys must be a duplication of one another, and no question or choices can be different from the source survey other than language differences.
  • Surveys must have respondents from the same country. To ensure this, always set the market targeting within the launch screen in the QuickSurveys platform before launching.

How To Merge Reports

First, contact support to enable the Merge function in the report for your survey.

Next, access the report that you want the data merged into.

Once enabled, in the top right-hand corner of your reporting page, you will see the Merge button pictured below.

Clicking this button will generate a pop up listing the surveys in your account.

After you select the study you would like to merge with, a pop-up will display asking for the email in which you would like to have the merged report link sent to.

Enter email address(es) and click Ok. You will then receive an email with the merged report. The merged link will also appear in the pop-up box when completed. The reports that you merged will still be available in isolation through your home dashboard per usual.


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Hiding Respondents

There are many different ways to manipulate and analyze data within the reporting dashboard. The Hide or Remove Respondents function provides capabilities to clean the data, which can lead to better overall report quality. Clean data can lead to improved decision-making processes, support better analytics and an all-around business intelligence.

With “Hide or Remove Respondents” a user can exclude select respondents, and run the analysis without that data. The user simply imports a list of GIDs as an .xls file to hide from the dashboard and report. Hidden respondents will be removed from all base size calculations, and all weights will adjust according to the updated base sizes.  This will allow the user to customize analysis by selecting the appropriate “target” audience and give them more control over their data.

Whether the user wants to remove data from a test done internally via the Live survey link or remove non-value add respondents’ answers from the report, the ability to Hide Respondents gives the flexibility to ensure the highest confidence and integrity in the numbers that may ultimately be the basis of important decisions.

How to Hide Respondents

Start our by selecting Respondent Data via the Export drop-down, and click “Excel Values


This will download the Respondent Raw Data for you. Open the Excel document and identify the respondents you would like to remove using their “respid” or Respondent ID, which will be located in Column A of the export.


After you identify the respondents you would like to remove, upload those into a blank Excel document.


Once you have uploaded the respondents into the Excel document, navigate back to your reporting page and click on “Hide Respondents” which is located in the Analyze dropdown.


In the dashboard, go to Analyze:


Click on “Hide Respontdents”


A pop-up menu will appear where you can upload the file for the GIDs you wish to remove.


Follow the prompts, click Apply, and these respondents will be removed from your data. To reinstate these people, select “Reset to default” in the Hide Respondents menu.


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How To Create Subpopulations

QuickSurvey’s advanced survey reporting dashboard allows you to crosstab any of your questions against each other, create subpopulations, filters and much more. Subpopulations can be helpful when you want a more in-depth look at your respondents.

  • Subpopulation: is used to define a group of respondents based on additional characteristics from the survey or a subset of the total sample. Females would be a Subpopulation of the total population that included males and females.
  • Cross-tabulations: Or “Crosstab” is when you break out answers to questions by different groups of people (e.g., men versus women, city versus city, young versus old, Ad A versus Ad B, etc.).
  • Banner: The heading for a page of cross-tabulations.

When creating a subpopulation, you are selecting those groups of respondents based on their answers or combinations of multiple answers.

There are four types of subpopulations:

  • Simple – Uses “or” between the different questions of the survey
  • Advanced – Can define complex and/or logic between groups
  • Nested – Create a tree of groups within groups (These groups will be based using “and” logic. An example would be “nested” age and gender resulting in people who are both female and between the ages of 18-34
  • Category – Used to display multiple groups, although each group remains independent

Today we’ll start simple, and create a basic subpopulation:

You will be able to create subpopulations in the data from the “Analyze” drop down in your reporting dashboard.


To start, select “Subpopulations” in the drop down.


You can also achieve this by clicking the shadow figures just to the right of the drop downs:


From there, create subpopulations from the options listed here:


Once your subpopulations are created and saved in your subpopulation window, click inside the gray margin to the left of the subpopulation description.

check mark should appear in the margin. From there, select “Cross with all” at the bottom right-hand portion of the window, and your subpopulations will be created within your Data.


After you cross the subpopulation with your data, you will be able to analyze the different subpopulations.


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Using Derived Questions

What are derived questions?

Derived questions enable users to create new questions in their report based on combinations of existing questions and choices. When using a derived question, think about the end result first: What do you want to get out of the data, and what point are you trying to prove?

Suggestions for using derived questions:

  1. Income: For example, let’s say you want to identify how the household income in your survey naturally falls out within certain nested groups. It’s the perfect scenario for a derived question.
  2. Looking for age groups based on exact ages: For example, suppose you want to cut the date by age groups different than the ones offered in the QuickSurveys typical targeting.  Let’s say instead of these standard age groups (18-34, 35-54, 55+), you instead can customize your own age categories.  For example (18-24, 25-34, 35-44, 45-54, 55-65, 64-74, 75+)
  3. Looking for college graduates or non-college graduates: You can net certain education levels together to come up with a college graduate category VS non-college graduates.
  4. Grocery shoppers: For example, you want to have a choice that groups primary grocery shoppers and respondent who share the responsibility of grocery shopping.  Then the last choice can be not grocery shoppers.
  5. Exact age (scenario 2) + children: You may find it interesting to see how 25-34 year old with children answered the survey vs how that same age group without children answered.

Creating Derived Questions via the Reporting page:

Follow these instructions below to create a derived question.

  1. First click on Add Derived Question.
  2. Next click, drag and drop questions you want to be part of your new Derived Question from your list of questions and attributes into the Derived Questions box to the right. To add completely new choices, click, drag and drop to the area that says Drag Here To Add A New Answer.


  1.  Click on the pencil icon to select specific choices that pertain to the new choice and click Apply.


If you click, drag and drop another question into the area that says Drag Here To Cross, within that same choice you can add an and or an or operator to link the two conditions.


  1.  Rename the choice in your new Derived Question choices

45. Repeat steps 2-4 to add up to 15 custom choices to your Derived Question

6. Edit the name of your Derived Question by click into the box where your auto-generated name appears and then edit your question name and if you choose you can also edit your question label.


7. After you have saved your derived question, scroll to the bottom of your report to see the new question appear in your report.


Exclusive tips about Derived Questions:

  • You can have as many Derived Questions per report as you want.
  • Each Derived Question can have up to 15 choices.
  • Derived Questions have the same cross, filter, timeline, and settings options as questions that existed within the survey.
  • Derived Questions will allow you to have your desired answer choices as rows, as opposed to columns if a subpopulation was created instead.
  • Derived Questions do not display to respondents.


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