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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.

Choose Brand Catalyst from the menu

2. Search for Your Target(s)

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 compare two personas: people aged 18-34 who exercise regularly, and women aged 35-49. Age demographics are under the Dictionary -> Lifestyle (Demographics) -> Demographics (Personal Information) -> Q. Age. ("Q" means this was a question in the Simmons survey.) Then I can pick 18-34 from the list. To add another variable, click on the word "AND." Then change the drop-down back to "ALL," and search on "exercise regularly."

Searching for a target

I'lI pick "I make sure I exercise regularly - any agree," the broadest choice ("agree a lot" would be "hard-core," enthusiastic exercisers.)

Then hit the Explore button, to select that persona.

To add another persona, I can just start searching. Here's how to add women aged 35-49. For gender, choose Dictionary -> Lifestyle (Demographics) -> Demographics (Personal Information) -> Q. Gender, then choose Female. Select AND, then under Demographics (Personal Information), choose 35-49.

Then hit the Add button, to add the second persona.

3. Read the Profile

You now have profiles of two personas (see "Brand Catalyst: Personas Report Example" linked on the right side of this guide.) 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, watch the "Simmons Insights: Brand Catalyst" video tutorials, linked on the right side of this guide.

Simmons Brand Catalyst: St. Thomas video tutorials