Marketing: MRI Simmons

Under a Dictionary Search, look for a listing of characteristics and demographics pre-populated under the Search Box. Find the Intermedia option and expand. Look for Media Quintiles. 

https://missouristate.zoom.us/rec/share/IueyHz9E5FNckDwjcemnaeu9axfvE4d5DR8QWNd83A_HeCBT3iP2w7pcVKGfNjnf.EGvF54CkYub1lHFJ

Describes quintiles as 20% of the population in each quintile segment: https://www.youtube.com/watch?v=_x3h8lOU4IE

Simmons Insights provides users with in depth reports that utilize a crosstab.  When you are analyzing Simmons Insights data,  the column would have the product or brand you are interested in and the rows would contain demographic characteristics, media habits or psychographic variables.  

NHCS Adult Study: demographics, psychographics, products & services usage, purchase behaviors, and media usage for US adult (18+) consumers. The library's subscription provides access to the Adult 12-month studies, with a 2-year embargo from the study release date.

Sample – Refers to the number of respondents who participated in the survey and also meet the requirements stated in the column and the row.  In this sample, 208 of the respondents were 25 to 34 years of age and were more likely to drink Monster Energy. 

Weighted – This figure, which is expressed in thousands, is a projection of the number of adults in the United States who meet the criteria for the row and the column.  It takes the sample from the Simmons Insights report and uses that data to calculate an estimate which represents the entire population of adults in the United States.  In the example above, it is projected that 4,814,000 people in the U.S. were in the 25 to 34 age range and tend to drink Monster Energy most often.

Vertical – This is the percent of respondents who first meet the column criterion and then meet the row criterion. Of those individuals who are more likely to drink Monster Energy, 34.2% were also 25 to 34 years old.

Horizontal – Refers to the percent of respondents who first meet the criterion for the row and then meet the criterion for the column.  Of the individuals who fell within the 25 to 34 age range, 11.8% tend to drink Monster Energy most often.

Index – The index measures the likelihood that respondents meet the criteria for the column and the row compared to the U.S. population.  The base number of the index for comparison purposes is 100.  In this example the index was 197 which means that respondents 25-34 years old were 97% more likely to consume Monster Energy than the U.S. adult population overall.  This index showed a high level of interest in drinking Monster Energy for respondents who were between 25 and 34 years of age.

The index is one of the most important pieces of information found in the Simmons Insights report.  When reading Simmons Insights data, the index represents the U.S. adult population.  If the index is 130, this means that survey respondents have a 30 percent greater interest in using a product or brand compared to the rest of the population. An index of 75 indicates that the likelihood of using a product or brand is 25% less than the average.  If the index is close to 100, it shows that usage is not much different than the rest of the population.  

Using the Index:

The index measures the likelihood that respondents meet the criteria for the column and the row compared to the U.S. population. 

Indexes can be understood as they relate to the number 100. 

• An index of 175 means that survey respondents are 75% more likely (175-100) to use a product or brand compared to the rest of the base (which by default is the total adult population of the United States).
• An index of 75 indicates that the likelihood of using a product or brand is 25% less than the average (100-75).  
• If the index is close to 100, it shows that usage is not much different than the rest of the population. 

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 as follows:

1. Of those people in the survey who said they used Revlon brand eye pencil,

2. 21.6% of them

3. Were between the ages of 18-34.

Reading the Horizontal Percent:

For reading the horizontal percent in a cross tab, we read from the left (1), across to the horizontal percent (2), then up to the comparable value in the row (3). In this example we would read as follows:

1. Of those people in the survey who said they are 18-34 years of age

2. 1.7% of them

3. Said they use Revlon brand eye pencil.