Consumer survey data that brings a brand's target audience to life with vivid and complete profiles, including demographics, lifestyles, attitudes, brand preferences, and media use. Note: This resource is limited to 25 users at a time.
Get 24/7 help via live chat
Make an appointment with a Librarian
During Reference Desk Hours:
262-472-1032
Text us! 262-500-3393
Email
The Quick Reports are an easy entry point into Simmons data.
Log in to MRI-Simmons Insights.
Follow the steps outlined on this page to view Quick Reports:
Go to the Profile Menu, and select Quick Reports:
To create a target, click on the Composer button:
In Composer, you can search for different parameters or brands by typing it in the Search bar below the Dictionary and Definitions options:
For example you may be interested in the purchasing habits of consumers of a certain brand such as Kohls.
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:
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's.com:
6.Drag the question into the Target box and choose 'Create':
You should see a Quick Reports overview page like the following:
Click on each of the buttons to view a quick snap shot of the target audience's Demographics, Segmentations, Psychographics, Media Usage, etc.
For example the following is a quick snap shot of the demographics of consumers who buy through Kohls.com:
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 Power point:
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 page labeled 'Crosstabs' on this guide for directions on how to do that.
The following is an example of how to cite a Quick Reports demographic profile in APA. 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:
