What is the table builder?

The able builder enables InsightHub admins to build cross tas from data sources across the platform.

Table Builder allows you to build cross-tabs from data sources across the platform including:

  • Survey questions (including single and multiple choice questions, scale questions and grid questions but excluding text and number range questions).
  • Quick polls
  • Report cards (closed questions)
  • Diary tasks (closed questions)
  • User fields
  • Consumer groups

You can use the tool to build cross-tabs of two of these types of data, or to track two of the same types of data (for example a poll or survey question which has run to the same participants several times, to track purchase, satisfaction or similar).

The table builder is designed to complement the survey real-time results (which you can use to quickly produce tables of all results in a survey without cross-tabbing) to run basic cross-tabs of data. Where you need more complex survey analysis, you will need to use the SPSS export or Triple-S export to take your data into some external analysis software. 

Table builder is accessed via Back Room > Analytic tools > Table builder, you then have the option to build a cross-tab or tracking table:

Table Builder

Building a cross-tab

To create a new table, click on ‘Add a table or cross-tab’, first choose a source type, then choose the source, for example the specific survey, or user field. Finally, choose your survey question, poll question or user field:

Cross Tab

If you are trying to run a question with sub-questions you will need to run these as individual rows and do not attempt to run more than 5 rows or columns at one time. 

You also need to think about how the table will look when you run it (i.e. is it going to be usable for you during analysis) when picking the number of columns you add to the table.

For each table you can opt to see counts in a table and/or charts and percentages can be displayed by row or columns.

Building a tracking table

You can create a table with only rows or columns to track a question you have asked to the same group of customers several times before, for example to track satisfaction or purchase behaviour each month or each quarter.

Simply click on ‘Add a tracking table’, then select a source type – for example survey or poll. Rather than adding a row and a column variable, in this case you just add several row variables:

Tracking Table


You can add filters to your cross-tab or tracking table by clicking on ‘Add filter’.

This allows you to view the responses of a subset of the sample, e.g. only females, or only people who answered a question in a certain way. You can add a second answer option.

You can also combine filters by using a formula. To do this, set up your filters as above, then click on ‘Add an advanced filtering rule’. This allows you to combine the results of several filters.

Table Builder Construction 

The instructions (provided in line with the advanced filter tool) are as follows

You need to use logical operators, i.e. & for AND, | for OR, ! for NOT.

Normal rules of precedence apply, i.e. AND, then NOT, then OR. You can override this by using brackets, and multiple levels of nested brackets are supported.

For example: (F1 & F2) | (F3 ! F4)

In the above example, users would be included who matched the criteria for Filter 1 AND Filter 2, OR those who matched Filter 3 but NOT Filter 4.


The clipboard is a way of grouping together your final output to create a collection of cross-tabs. You can get to the clipboard when you click on ‘add to clipboard’ on a table, or by clicking on ‘view clipboard’ in the table builder navigation menu. 

For each table you want to add to the clipboard, you must click ‘add to clipboard’ when viewing the table results.

You can give the clipboard a header that will be shown in PDF and Excel downloads.