Using Marketing Data

Working with Simmons/Choices Data Identifying potential consumers Developing target markets Understanding consumer targets Characteristics Media 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

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 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 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