Moving across the search form:

• Select items in the definition column
• At the bottom of the column click
  • click on the EACH box to view your selected definitions separately in rows or columns 
  • click on ADD to move items to the View Full Labels 
• From the View Full Label items then move to Rows or Columns 
  • Rows - demographic data points
    • a demographic can be anythig
  • Columns - product, brand, service, how often.....
• Bases - what is it?
  • a base is a way to take out a row(s) or column(s)
  • you do not have to use Bases
  • for example only want the population to be
    • people who drive Jeeps
    • people who use an iPhone
    • people who have traveled 
• Simmons does drill down to state level ie Oklahoma can be a base or demographic
• When the rows and columns are filled on the Run Report at the bottom right