COLUMNS = The "Who?", or target audience.
ROWS = The "What?", as in: "what do you want to know about your target audience?"
BASE= Is an additional filter you can add (for example, narrowing it down by gender type). The default is: total adults aged 18+
Sample (unweighted count): The number of people who participated in the survey and who meet column & row criteria.
Weighted number: the sample number projected onto the US population. Add three zeros to the end.
Index: The likelihood of this group providing this answer. Anything above 100 is considered above-average, while anything less than 100 is considered below average.
Vertical %: The percentage of people who answered this survey, based on the criteria/characteristic found in the top heading.
Horizontal %: The percentage of people who answered this survey, based on the criteria/characteristic found on the left heading.