Simmons OneView offers consumer data on product and brand usage, spending behavior, lifestryle choices and media habits for U.S. adults. With Simmons, you can create customized reports analyzing the demographic and psychographic characteristics of product users and their media behavior.
Please click Proceed in the Simmons window. You can use the forward arrow to advance this tutorial.
The main screen allows you to select two or more variables. You set up a cross-tabulation, or crosstab, to allow you to see the relationship between the two variables.
For example, the question highlighted below is “Which brand of coffee do you use the most?”
The middle box in the main screen is where answers appear when a question is selected, for example: “male,” or “35-50,” or “Pringles” Below are the answers for the Employment Status Demographic question
Try not to overload your columns and boxes with too many variables. It makes interpreting the results more difficult.
Let's set up a crosstab.
First, let’s select a product.
Let's compare Colgate, Crest and Tom’s of Maine.
Now let’s find out whether males or females prefer one of these three brands.
You can run more demographic variables in the Rows box, but too many will make your resulting graph hard to read.
Once you are on the crosstab view, if you want to change anything – you can select the blue “Edit” bar that runs across the top of Crosstab window.
The total Sample shows the number of respondents who meet both column and row criteria: in this case, the males or females who use one of the three toothpastes the most.
Total Weighted (000) – in thousands, gives you the projected number of adults in US who meet both criteria
Vert % - is the percent of the column reached by row
For example, the percent of consumers who use Colgate who are male is represented by the Vert % in the corresponding square.
Horizontal % - percent of row reached by column
In this example, the percent of females who use Tom’s of Maine can be seen to be very small. (But the percentage of Tom’s of Maine users who are female is large).
Note that the results in the Male/Tom’s of Maine crosstab are so small that Simmons gives you a warning about their reliability.
The Index number indicates the likelihood of the target, compared to the total population, of meeting the specifications of both Column and Row. The higher the number, the better the target population is for that product. For example, 100 is middle – 130 is more likely, 72 less likely
Once you have run a satisfactory crosstabulation, you can also export it to Excel using the Export button near the top of the screen.
Multiple crosstabs are often required to get a good picture of a product's market.
Please enter your name and email address to retrieve a copy of your completed quiz.
You can enter multiple email addresses separated by commas. If you are doing this for a class, you may need to enter your instructor's email address also.