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MRI-Simmons Catalyst: Quick Reports

A guide to using Simmons.

Using Quick Reports

Quick Reports provides quick information on a target (the people you want to study.)  The target could be an activity, interest, or buying habit. Some examples:

  • Demographic Profile: age, gender, income, etc.
  • Segmentation: "consumer types" in key lifestyle areas (food, retail shopping, technology adoption, economic outlook, etc.)
  • Maps: the Quick Reports Index Map shows a color-coded map of various geographies by index.
  • Note: To activate the rest of the Quick Reports, you may have to switch your study. Up at the top, make sure you have the most recent “Simmons Connect Plus” study. Simmons Connect is the national NHCS Adult study, plus additional technology and media usage data.

1. Getting Started

When you enter Simmons, you are in the Crosstab view. Under the Essentials tab, choose Quick Reports

Essentials drop-down menu: choose Quick Reports

To access all of the Quick Reports, make sure that the default study is the most recent "Simmons Connect Plus" study.

Choose most recent Simmons Connect Plus study

2. Search for Your Target

To pick a target (the people you want to study), you can browse, or search. To browse, click on the ALL drop-down menu, and click open the Dictionary to view all of the categories. Or, you can enter your search word or keyword and let the system show you what options it finds.

Let’s say you want to look at people who eat at Chipotle the most, so Chipotle is basically their favorite restaurant. Use the Smart Search box and type in Chipotle. You want to pick "visit mo" or the most.

Quick reports search on Chipotle

Since that's your target consumer, hit the Target button.

Quick Reports Choosing a Target

3. Select Type of Quick Report to Run

Click on the type of Quick Report you want to view, then click on the arrow to Run the report.

  • The Demographic Profile provides basic statistics, information on median household income, median age, education, ethnicity and race, income, age, and gender (on people that eat at Chipotle's the most.)
  • The Segmentation Analysis gives you different segmentations defined by Simmons. Auto-motives is one; from the drop-down menu you can also look at Food Lifestyle, Health and Well Being, Retail Shopping, Mobility Adoption, Technology Adoption, etc.
  • The Quick Reports Index Map shows a color-coded map of various geographies by index.

To see the data behind these charts, click the Export button to export the Quick Report to Excel.

Click the Dashboard button to run another report.

Example: Demographic Profile

Here is the demographic profile for people who said they visited Chipotle the most.

Quick Report a demographic profile for Chipotle

Some things to notice:

  • Top left -- Base Name: All Adults -- 23,615. This is that the survey's sample size (the "base" of respondents) was 23,615. That was a representative sample of All Adults (18+) in the 48 contiguous states of the U.S.
  • Top right -- Target Name -- Fast Food Restaurants -- Visited Mo(st): Chipotle. This is the question and answer (target) that I chose in Step #2. The result is 935 and 4.111%. This means that 935 people (out of the 23, 615 in the sample) said they went to Chipotle the most -- or 4.111% of the sample. This is one way to estimate the rough market penetration for a brand (or at least, "hard-core" customers.)
  • You can see bar and pie charts on several demographics - Education, Race, Age, Gender, etc. This is one way to get a demographic snapshot of who are this brand's current customers.

Simmons Quick Reports: St. Thomas video tutorial