How to Read: With Base, HH Variables, Population Weight 

Base: A more focused universe from which you select your target. All measures are within the context of the chosen universe or filter: 

Total adults in a HH using ground coffee in the last 6 months.
Unweighted: The number of people surveyed who meet both the column & row criteria. 

There are 392 Boomers living in a household where Café Bustelo was consumed in the last 6 months. 

Weighted (000): Expressed in thousands, the projected number of adults (18+) in the U.S. who meet both the column & row criteria. 

There are 1.9MM Boomers living in a household where Café Bustelo was consumed in the last 6 months. 

Vertical %: Percent of the column reached by the row.
Of Boomer Adults who live in a HH with ground coffee, for 4% [of them] Café Bustelo was 

consumed in the last 6 months.
Horizontal %: Percent of the row reached by the column. 

Of HH that consume Café Bustelo, 22% [of them] contain a Boomer Adult.
Index: The likelihood of the target to meet a specified criteria, expressed in relation to the base. 

Boomers are 26% less likely to live in a HH where Café Bustelo is consumed than total households that consume ground coffee.

** The following uses an older platform, but still will work in how to read a cross tab 

Reading the Vertical Percent

For reading the vertical percent in a cross tab, we read from top (1),  down to the vertical percent( 2), then left to the comparable variable in the row (3). In this example we would read this as follows:

1.  Of those people in the survey who said they were very interested in NFL football,
2. 7.8 percent of them
3.  Eat at Cracker Barrel the most.  

In other words, 7.8 percent of people surveyed who are very interested in NFL football said that they eat at Cracker Barrel the most. 

Reading the Horizontal Percent

For reading the horizontal percent in a cross tab, we read from left, across to the horizontal percent, then up to the comparable variable in the row. In this example we would read this as follows:

1.  Of those people in the survey who said they eat at Bob Evans the most,
2. 17.9 percent of them
3. Are very intested in Major League Baseball

In other words, 17.9 percent of people surveyed who said they eat at Bob Evans the most are also very interested in Major League Baseball.