Using Vividata

Filter variables are particularly useful when you want to view only a certain segment of a target population, using a different variable than what you've used as a question or a split. For example, if your research question is, "Are Canadians who chew gum more likely to be Millennials, GenXers, or Baby Boomers?" you might want to then filter the results to those who chew gum frequently (say, more than 3 packs of gum a week).

Go to Creating a Vividata Table to see how the table below was set up. To add a filter variable to this table:

1. Click on the Filters tab.
2. Search for "chewing gum" to find Candy/Snacks - Chewing Gum - # Packs Past 7 Days. Roll your mouse over the the Candy/Snacks - Chewing Gum - # Packs Past 7 Days variable and click on "Add filters" to add it to the table.
3. From the selected filter variable, click on the filter icon  and select both 3-4 (H) and 5+ Times (H); hold down the Ctrl key to select multiple answers. The H denotes a high value (just as L = low and M = medium values).

Your data will now reflect only those consumers who chew gum frequently.