You can add filters to your chart to help contextualize your data and narrow the scope of what you’re analyzing. The filter options in Charts include Data set, Waves (in other words, research periods), and Locations. You can also add audiences to your charts, segment the data, or add specific bases.
You can find all of these options at the top of your chart:
The rest of this article explains the Data set, Waves and Locations filters in more detail.
Data set filters
Selecting a data set enables you to choose a different group of attributes for use in your chart. By default, the Core data set is selected. The Data set option is in the top left of the filter menu:
To change the data set you’re using, click on the Data set filter option. This opens a selection panel. Click the Clear all button at the top right of the panel, then select the checkbox for the data set you want. Finally, click Apply X data set at the bottom of the panel.
You can change the waves applied using the filter menu. By default, the last 4 waves (12 months) are applied to your crosstab. The Waves option is in the centre of the filter menu:
To change the waves applied, click on the Waves filter option. This opens a selection panel. Choose individual waves using the arrow drop downs on the right of the year tick boxes. Select the relevant waves you want, and click Apply X waves at the bottom of the panel:
You can select markets using the Locations filter in the filter menu. By default, all locations (47 markets) are applied to your chart. The Location filter is on the right of the filter menu.
To change the locations applied, click on the Locations filter. This opens a selection panel. Click the Deselect All button at the top of the panel to remove all markets. Click the checkbox next to a region to choose all markets within that region, or use the dropdown menu to select individual markets. Finally, click Apply X locations at the bottom of the panel.
Setting a base audience
Adding a new base allows you to filter the base audience of your crosstab. By default, the base is set to “All Internet Users - age 16-64”.
A base can include any of your created audiences, or any of the default audiences pre-built by GWI.
You set a new base using the Base audience: option at the bottom left of the filter menu:
To add a new base audience, click the three dots to the left of All internet users, then select Replace:
Select the audience you want to add as a base from either My Audiences, Shared, or GWI Audiences. Click the checkbox next to the audience you want to use, and then select Apply New Base Audience.
Alternatively, use the Create option to build a new audience to use as a base.
Applying an audience
Applying an audience allows you to filter your chart by the attributes you’ve set within your audience. You can use audiences that you’ve previously created, shared audiences, default audiences created by GWI, or create a new audience to apply to your chart.
Select Apply an audience to begin adding an audience to your chart.
To choose an audience, click on either My Audiences, Shared, or GWI Audiences. If you know the name of the audience you want to use, you can search for it using the Search audiences bar.
Select the checkbox next to your audience and then click Apply X audience. In this example we’re applying Millennials:
You can also create a new audience to add to your chart. To do this, click the Create button and follow the steps outlined here to build your audience. Finish by selecting Save and Add to Chart.
You can split your data using a number of predefined segmentation options.
To segment your data, select Segment by on the lower right side of the filter menu:
Select either the group checkbox, or use the dropdowns to select individual segments within the groups. Finally click Apply X segments.
When segmenting your chart, by default your base audience isn’t affected. You can opt to segment your base audience to provide you with a relative calculation for the index and data point percentage.
To segment the base audience, choose your segments, then toggle the Segment your base audience button from off to on. Finally click Apply X segments.