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Simmons Insights

A guide to using MRI-Simmons Insights for consumer and market research.

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Quick Reports Video Tutorial

The Quick Reports are an easy entry point into Simmons data. 

Log in to MRI-Simmons Insights. 

Use the following screenshots and steps to view Quick Reports:

  1. Go to the Profile Menu, and select Quick Reports:
    screenshot of MRI Simmons main menu showing the Profile menu drop down


  2. To create a target, click on the Composer button:screenshot of MRI Simmons Quick Reports starting page


  3.  In Composer, you can search for different parameters or brands by typing it in the Search bar below the Dictionary and Definitions options.screenshot of MRI Simmons composer for Quick reports with red arrow pointing to the search barFor example you may be interested in the purchasing habits of consumers of a certain brand such as Kohls.


  4. Type in the name of the brand you want to research and look at the question options which pop-up. Don't just choose the first one that pops up, but scroll up and down through the questions and answers to see what is most interesting to you.screen shot of MRI Simmons composer for Quick Reports


  5. Select one of the answer choices from below the search box. It should give you a list of brands you can choose from. Here, I have selected Kohl's, which means we will be studying people who have purchased anything at Kohl' shot of Kohls question selection in MRI Simmons composer for Quick Reports


  6. Drag the question into the Target box and click Create. screen shot of target box from MRI Simmons composer for Quick Reports


  7. You should see a Quick Reports overview page like this: Screen shot of MRI Simmons Quick Reports data pageClick on each of the buttons to view a quick snap shot of the target audience's Demographics, Segmentations, Psychographics, Media Usage, etc. 


  8. The following is a quick snap shot of the Demographics of consumers who buy through


  9. To save this type of report, click on the three dots on the top right corner of the data box for the Export button. It will export to Excel or Powerpoint. screenshot of MRI Simmons Quick Reports export funtion. 


OK, that's an interesting snapshot. But how do I know how my brand's customers compare to my competitor brand's customers, or some other group?

For that, you need to use the Crosstab function. Go to the next tab of this guide for directions on how to do that. 


How do I cite Quick Reports?

Here's an example not from this Kohl's question, but from another Quick Reports demographic profile. Notice how there is no real title besides the title of the dataset, so you must include several descriptors in [square brackets] that describe the data you retrieved: 
MRI-Simmons period parenthesis 2018 parenthesis period Spring 2018 NHCS adult study 6 month square bracket Any agree colon I consider my diet to be very healthy square bracket square bracket Quick report colon Demographic profile square bracket period <a href= “” </a>