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Simmons: Brand Catalyst

A guide to using Simmons.

Using Brand Catalyst

Simmons Brand Catalyst lets you automatically generate consumer personas and brand insights without the need to create crosstabs. Brand Catalyst helps marketers understand consumer perception of their brands using advanced psychographics, intent, category preferences, and brand and product consumption patterns. You can compare up to three brand users or other personas, and dive deep into what defines and motivates these consumers.

1. Getting Started

Click "Brand Catalyst" in the drop-down menu under the "Catalyst" tab on the top menu bar.

2. Search for Your Target

To pick a target (the people you want to study), you can use the Smart Search box. Enter your search word or keyword and let the system show you what options it finds.

Or, you can use the drop-down menu on the left. If you click where it says “All,” then click on the arrow next to Dictionary, this will open up the list of folders that you’re familiar with from the crosstab part of Simmons. So you can go in and browse the folders of questions here to find your target, just as you did in crosstab.

Let’s say you want to look at people who drink beer at sporting events. Simmons uses the term "consumed," so you can enter "consumed beer." From the options, let's choose "Entertainment/Sporting Event," to look at folks that consumed beer at entertainment and sporting events. Then hit the Explore button.

3. Read the Profile

You get a profile of people that consumed beer at entertainment/sporting events. As you scroll down, you'll see their Top 5 Brands, Top 5 Media, then more information below on Attitudes, Brands, Media, and Demographics, according to Simmons data.

For more information, see "Using Brand Catalyst" in the right-hand column.