What is simmons data

Simmons Insights provides users with in depth reports that utilize a crosstab. When you are analyzing Simmons Insights data, the column would have the product or brand you are interested in and the rows would contain demographic characteristics, media habits or psychographic variables. Sample — Refers to the number of respondents who participated in the survey and also meet the requirements stated in the column and the row.

In this sample, of the respondents were 25 to 34 years of age and were more likely to drink Monster Energy. Weighted — This figure, which is expressed in thousands, is a projection of the number of adults in the United States who meet the criteria for the row and the column.

It takes the sample from the Simmons Insights report and uses that data to calculate an estimate which represents the entire population of adults in the United States. In the example above, it is projected that 4,, people in the U. Vertical — This is the percent of respondents who first meet the column criterion and then meet the row criterion.

Of those individuals who are more likely to drink Monster Energy, Horizontal — Refers to the percent of respondents who first meet the criterion for the row and then meet the criterion for the column.

Of the individuals who fell within the 25 to 34 age range, Index — The index measures the likelihood that respondents meet the criteria for the column and the row compared to the U. The base number of the index for comparison purposes is This index showed a high level of interest in drinking Monster Energy for respondents who were between 25 and 34 years of age.

The better answer is taking the best of both worlds. When it comes to consumer insights, there is certainly no shortage of data sources with varying methodologies.

MRI-Simmons employs probabilistic and address-based sampling, widely considered to be the gold standard methodology by marketers and researchers alike. While competing methodologies like opt-in online panels rely on the same or similar set of respondents many times, probabilistic address-based sampling requires random recruitment of potential respondents for each study. When conducted across tens of thousands of respondents, this sampling methodology allows marketers to examine granular slices of the market without compromising the stability of insights.

Simply put, suboptimal sampling compromises the ability to get an accurate picture of audience size, brand preferences, spending power, and countless other measures central to marketing plans.

This leads to incomplete, and even erroneous, conclusions about a consumer target. Children under 18 and international consumers are not included in the survey data. This database can be used to create customized reports analyzing the demographic and psychographic characteristics of product users and their media behavior. These reports can aid in marketing strategy by helping to determine the target consumer group for a product, such as what age group is purchasing Cover Girl Make-Up.