Guides: MARK 570: Consumer Behavior: Simmons OneView

Quick Search Tips

Why use Simmons?

Performing a simple product/ brand search:

1. Select the brands/products - generally it is best to place the product and brand variables in the column field.

2. Select the demographic/ psychologic variables - generally it is best to place these variable in the row field.

3. To run the cross-tabulation report, click the large blue "Run Crosstab" button at the top of the screen. The report will open another section

Interpret the Data

How to Interpret Crosstab Data

The most significant data in the results is the index data. This data tells you the product, brand, or media usage compared to the average. The base number for comparison is 100. A number above 100 is greater than average, and below 100 is less than average.

< 80 less likely
>120 more likely

Access the Database

MRI-Simmons Insights This link opens in a new window
Limited to 10 concurrent users. Simmons now uses the "Catalyst" interface. To revert to the previous interface, log in and look for the "Launch 1.0" button in the upper-right corner.

Allows users to explore U.S. buying habits based on demographics, psychographics, media preferences and other criteria. An extension of Simmons Survey of Media and Markets National Consumer Study, the marketing data were collected from more than 22,000 households, then projected to reflect the general population.

Simmons Insights Tutorial

Important Note: The Simmons OneView database has transitioned to the MRI-Simmons Insights Platform. The new platform is designed to reduce the amount of time spent on data analysis and insights generation, providing improved functionality and navigation flow.

Please watch the tutorial below to learn how to use the new platform, Simmons Insights:

Introducing Simmons Insights

Or read the User Guide (v 06.19)

Citation Examples

This example assumes one has retrieved data or otherwise built a cross-tabulation using Simmons' adult survey (NHCS)

APA

In text: (MRI-Simmons, 2019)

Bibliographic citation:

MRI-Simmons. (2019). Fall 2017 NHCS Adult Study 06-month [CONCISELY DESCRIBE VARIABLE ONE AND VARIABLE TWO]. https://mrisimmons.com

Chicago

N: 1 MRI-Simmons, “Fall 2018 National Household Consumer Survey Adult Study 6 Month.” Accessed October 14, 2019. Simmons Insights.

B: MRI-Simmons, “Fall 2018 National Household Consumer Survey Adult Study 6 Month.” Accessed October 14, 2019. Simmons Insights.