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MRI-Simmons Catalyst: Brand Catalyst

A guide to using Simmons.

2.0 Using Brand Catalyst

Note: these instructions are for the new 2.0 version of MRI-Simmons.

MRI-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.

For this example, we will create a persona of people aged 18-34 who exercise regularly.

1. Getting Started

  • From the Profile menu, select Brand Catalyst.

2. Search for Your Target(s)

  • To pick a target (the people you want to study), you can use the 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. You will see a list of folders that you may be familiar with from the Crosstab part of MRI-Simmons. You can and browse the folders of categories here to find your target.
  • Age demographics are Demographics -> Respondent ->  Age Summary (Age Summary has ranges in broader categories than Age.)
    • Then I can pick 18-34 from the list.
    • Then ADD it or drag and drop it to the middle pane. 

Brand Catalyst: Age 18-34

  • To add another variable, search on Exercise Regularly. Or, you can find it under Psychographics -> Health Attitudes.
  • Pick Any Agree to get the broadest choice ("Agree Completely" would be "hard-core, enthusiastic exercisers.)
  • Scroll through the list of responses and choose I make sure I exercise regularly.
  • Then ADD it or drag and drop it to the middle pane. 
  • To combine those two options, choose SELECT ALL, then choose AND to combine them into one option.
  • Then click on that option to ADD TO TARGETS, or drag and drop it to Targets. 

Brand Catalyst: Age 18-34 and Exercise Regularly


  • You may want to edit/modify the label(s) of items for easier reading the spreadsheet later. You can edit the name under the 3 dots on the right.
  • Click Create, to create that persona.
  • To export the report, click the three dots in the top right corner, and select in what format you would like to download your report.

3. Read the Profile

You now have a profile of the persona. As you scroll down, you'll see their Top Brands, Top Media, then more information below on Attitudes, and Demographics, according to MRI-Simmons data.

Brand Catalyst: Sample Report

  • Unweighted: The number of people surveyed who meet both the column and row criteria. 
  • Weighted (000): Expressed in thousands, the projected number of adults (18+) in the U.S. who meet the criteria.
  • Percent of base: the percentage of the weighted U.S. adult population that can be reached by this persona.
  • Profile: includes the top indexing General Statement for the persona (pre-defined by Simmons.)
  • Top 10 brands.
  • Top 10 Media (media usage.)
  • Attitudes: Psychographics.
  • Demographics.