Skip to navigation
Skip to main content
Help Center
Consumer ÌÇÐÄÆƽâ°æ
Survey modules
Consumer ÌÇÐÄÆƽâ°æ is made up of several separate surveys. This is one of the most important elements to understand upfront. They're not tabs of the same survey, they're four genuinely different data sources, each built with a different focus.
Important:
switching between surveys: The survey selector is the Surveys button in the top-right corner of the tool, separate from the country and year filters. Click it to see all available survey modules and switch between them.
| Survey module | What's in it | Update Frequency | Best for |
|---|---|---|---|
| Global Survey | The main survey and your window into the attitudes of consumers. Covers 500+ topics across industries, from media habits to purchasing behavior to attitudes toward technology. Covers 30+ countries and is updated up to four times per year. | Quarterly | Broad consumer behavior research, audience profiling, cross-country comparison. |
| Brand KPI | Dedicated brand tracking survey. Covers 15,000+ brands across awareness, awareness, popularity, usage, loyalty, and media buzz. | Yearly (per category) | Brand health tracking, competitive benchmarking, launch planning. |
| Pulse | Tracks macro and micro trends over time across 12 key industries, going beyond behavior to capture consumer sentiment, values, and attitudes. | Monthly | Trend identification, understanding the 'why' behind behavioral shifts. |
| Media & Touchpoints | Tracks how consumers interact with the full range of media advertising channels: TV, print, social media, streaming, podcasts, books, and more. Updated monthly in three markets. | Monthly | Media planning, channel strategy, content investment decisions. |
| Survey Library | A collection of deeper, industry-specific surveys going back to 2018. Topics include gaming, travel, sustainability, health, and more. | Deep-dive research on a specific vertical or topic. |
Not sure which module to start with?
- If you're building an audience or researching consumer behavior: start with the Global Survey.
- If you're researching a brand: start with Brand KPIs.
- If you want to understand what's driving consumer mindset: start with Pulse.
- If you need to plan a media strategy: go to the Media & Touchpoints module.
Key terms: a quick glossary
Now that you know which survey to use, it's worth getting familiar with a few key terms you'll see throughout the tool. Understanding these will make it much easier to build your first analysis.
| Term | What it means |
|---|---|
| Rows | What you want to measure or understand. Rows are the survey questions or response options you're evaluating. For example, which apps respondents use, or which brands they're aware of. |
| Columns | The groups you want to compare. Columns let you break down your row data by different segments. For example, by age group, gender, or income level. This helps you see if answers differ across different types of people. You can compare multiple column selections side by side. |
| List view | The default view when you open a survey question. List view shows a single question's responses as a simple percentage breakdown, with no column variable applied. It's your starting point before adding a cross-tab. |
| Cross-tab | A table that shows your row variable broken down by one or multiple column variables. The core analysis format in Consumer ÌÇÐÄÆƽâ°æ, it's how you get from 'what percentage uses X' to 'which demographics use X most.' |
| Target group | A custom audience you define by combining multiple demographic, behavioral, or psychographic criteria. Once created, a target group can be applied as a filter or used in analysis. See our article on creating custom target groups for a full breakdown. |
| Filter | Filters narrow your entire analysis to a specific group, rather than showing them side by side. If you apply a filter, all results reflect only that audience. |
Topics
Was this article helpful?
Need help?
Feel free to contact us anytime and we will respond as quickly as possible.
Ask us something