Using Marketing Data

Working with Simmons/Choices Data

Identifying potential consumers

Developing target markets

Understanding consumer targetsCharacteristicsMedia use patterns

Identifying efficient media

Simmons/MRI

Multi-media audience estimates combined with extensive product/service use Simmons Market Research Bureau (SMRB) Mediamark Research Inc. (MRI) data

National syndicated studies Random sample surveys conducted year round Coterminous 48 states - One respondent per HH

Media measurement methodologies vary Simmons better for some, MRI for others

Magazine Audience Measurement

Simmons: “Through the book” Measure audience of a specific issue Provide actual memory prompt of cover

MRI: “Recent reading” Identifies people who read a magazine with a

specified time period 10% - 30% higher than Simmons

Simmons is the preferred method

Broadcast Audience Measurement

Simmons: Measures TV and radio use only among a sub-sample of respondents Assessed primarily in May-June

MRI: Measures TV and radio use among all respondents who complete survey Assessed all year long

Simmons better for print; MRI for broadcast

Product Data

Both Simmons and MRI provide extensive product/service use data By broad product category - ex. Salted Snacks Within categories, by type & brand

Similar results for overall product use Both also measure volume of product use MRI collects more detailed volume data

Use vs. Volume

Use: Number of people using a product Ex. Number of airline travelers

Volume: Number of units or amount of the product used over a specified time period Ex. Number of trips taken

Must consider use and volume Offers better understanding of brand user

Volumetrics

MRI provides more volume data Estimates based on respondent giving actual

use figure for each item

Simmons provides less volume data Estimates based on respondent checking a

“use range” for entire category or kind

Simmons Choices at Business Library

Create spreadsheets from variables for products, demographics, and media

Available on-site and remotely - 4 logins

Academic subscription a few years old

Reports can be printed or saved to a USB drive or attached in an email

Select Survey to choose the full year study for either population or households

This area display survey questions

Drag questions about product usage into Columns

Drag demographics such as age, income, gender, education into Rows

Another work area for advanced combinations

Click the Questions tab to display folders

Open folders to find questions

about products or brands

Look for questions about product usage like “MO” for most or “#VIS LST…” visited last

Search tool can help find the best folder for brands and products

Use Binoculars to search products – single words only

Drag questions about products or brands into the Columns

Slide this bar to view questions

Return to Questions and select folder called “Lifestyle

Demographics”

Click to view all folders

Drag demographic variables into Rows

Some demographics (like age) have range options

Add other demographics to Rows

or create these as separate reports

Variables for demographics and psychographics are numerous!

To run report, click on the graph icon

Click chart icon to run report

Ignore the filter warning—Click Yes

Filters narrow results to a specific population but they reduce sample size

Filter is another variable – consider using only after learning more about your target population

Select report called Crosstab View

Vertical percentages

From the population that choose Subway the most

15.1% were age 18-24

Horizontal percentages

From the population of 25-34 years olds surveyed

22.2% visit Subway the most

The Index combines these percentages to indicate target markets - look for index numbers above 100

Persons 35-44 are 8% more likely than the general population to visit Subway the most

Analysis View – lets you display and sort index, percentages, sample size

Click on icons to change View

Highlight any column and click these

arrows to sort

Use “Print Media” or other folders to analyze media usage for products

Select all magazines

then drag into Rows and run report

Crosstab view displays products in Columns and readership in Rows

Look for high index numbers