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Within this guide, you will find detailed instructions on the functionality of Crosstab, Quick Reports, Smart Search, and Dictionary Search.
**Disregard references in the guide to use of personal usernames and passwords (these are not applicable to the access available via LSU Libraries).
Crosstab is the default Simmons module. Crosstab lets you find specific insights on a target (aka, people you want to study), or compare variables on multiple targets. Note that different "studies" provide different datasets:
Simmons Adult Study (NHCS): demographics, purchase behaviors, lifestyles, psychographics (attitudes, perceptions, preferences, etc.), and media usage for US adult (18+) consumers.
Simmons Connect: all NHCS data plus additional data on consumer digital behaviors (e.g., smartphone, tablet, and computer usage).
Simmons NCS (National Consumer Study) Adult Study: brings consumer targets to life with vivid and complete profiles, including lifestyles, attitudes, brand preferences and media use. The high quality, nationally representative study is the result of a comprehensive, continuously fielded survey of approximately 25,000 U.S. adults, including over 7,500 English- and Spanish-speaking Hispanics.
Simmons Digital Life Study (formerly New Media Study): provides insights into Americans' use of mobile phones, social networking, instant messaging, blogging, gaming, social tagging/bookmarking, online video/audio and dozens of other traditional and emerging media channels
Simmons MME (Multi-Media Engagement) Study: Measure media engagement across seven global engagement dimensions: inspirational, trustworthy, life enhancing, social interaction, personal timeout, ad attention/receptivity, and overall engagement.
Tip for Building your Crosstab:
Add products (and other activities) to the "Columns" and demographics to the "Rows". This is not required, but the resulting Crosstab report is easier to interpret.
Includes on overview of how to interpret data in the Quick Reports, including an overview of how the data is calculated.
Quick Reports include:
Demographic Profile: age, gender, income, etc. *
Segmentation: "consumer types" in key lifestyle areas (food, retail shopping, technology adoption, economic outlook, etc.) *
Remainder of Quick Reports are related to the media usage habits of the target **
Time Spent Composition **
Digital Activity Profile **
Reach; and Incremental Reach Builder **
Media Activity Across Platforms; and Across Activities **
Simultaneous Using While Watching TV**
Digital Day in the Life **
Social Media Activity Profile **
Channel Category **
Website Visitation **
* available across all Simmons studies
**only available for the Simmons Connect study (use the drop-down menu to change the study)
Brand Catalyst is available in the drop-down menu under the "Catalyst" tab on the menu bar.
Brand Catalyst uses Smart Search to create up to three personas, compared side by side, with MRI-Simmons-defined key insights via visually appealing widgets and infographics.
Brand Catalyst is an easy to use brand strategy and predictive segmentation tool. This is a great starting place, especially for new Simmons users. Using advanced psychographics, intent, category preferences, and brand and product consumption patterns, Brand Catalyst allows the user to analyze the data first before tackling the more advanced skills of building the Crosstab Reports.
Includes 3 key modules:
Explorer: Pre-formatted Simmons insights that highlight unique opportunities for customer retention, prospect acquisition, and category growth.
Reporter: A deep dive across over 200K consumer attributes to quickly assess how personas are differentiated from each other.
Creator: Automated clustering of a persona into segments, using underlying consumer psychographics to test differentiated offerings and messaging.
Upon entering Brand Catalyst, you will be in Explorer mode. Refer to the side tool bar to see the other modules: Reporter and Creator.
Refer to pages 26-45 for step-by-step instructions for using all three modules of Brand Catalyst.
**Disregard the other sections of this user guide, as LSU Libraries does not subscribe to the Sales Catalyst.
Detailed Introduction to Simmons Insights (29 mins)
Highlights of this video:
5:50 - Overview of the layout of Simmons Insights; How the Smart Search works; Building your Crosstab
12:45 - How to run the "Crosstab"; Overview of features in the Tool Palette
19:15 - How to build "Quick Reports"
Brief Introduction to Simmons Insights (5 mins)
Make sure to cite any data retrieved from Simmons Insights. You'll want to indicate the study, the survey year, and the data file.
Example for Crosstab data retrieved from the Simmons NHCS Adult Study:
MRI-Simmons (2019). Spring 2017 NHCS Adult Study 12 Month [Data File]. Retrieved from Simmons Insights Database.
Example for Quick Reports data from the Simmons Connect Study:
MRI-Simmons (2019). Spring 2016 Simmons Connect Study [Data File]. Retrieved from Simmons Insights Database.