Change a flat table to a PivotTable/crosstab that shows TEXT results instead of calculations

I have a large file of survey-type information that I would like to change the format of: from a flat table to a crosstab. PivotTables don't appear to be what I want for this purpose because each response is unique text, so I couldn't assign a numeric value to the responses and then convert that using a formula once in the PivotTable.

This is the format that I have versus the format that I want: http://ift.tt/19m0GIt