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MKTG 381: Group Assignment #1: Using Secondary Data: Question 5

Target Market Profile Analysis using MRI | Simmons Insights

Question 5 and Question 6 are tied together. In these two questions you will use Simmons Insights to define your target audience and then compare your findings to the Census profiles of two cities. 

Simmons Insight is a database of American consumer purchasing habits, viewing habits, demographics, and psychographics. Their information is based on in-person and mail-in surveys of more than 26,000 households.

Develop a target market profile using Simmons Insight to define the user of consumer. Use the following information to develop your target market profile:

  • Age
  • Gender
  • Income
  • Education
  • Occupation
  • Media Habits (Consider ALL media, not just social media)

You can focus on more than one age group, income level, and education level. These demographics will be compared to what you find in the Census.

Screenshots of data from Simmons Insights should be included in the Appendix with relevant data highlighted in yellow.

How to Read a Report

Report for who drink energy drinks based on brand, gender and age.

Simmons Crosstab Table looking at Who drinks Energy Drinks: Highlighted: Men between 22-24 who drink Red Bull

How many Men, age 22-24 drink Red Bull 

Sample Icon

Sample: The number of people who responded to the survey and meet the criteria. 

  • 120 men between the ages of 22-24 drink Red Bull.  
 
Weighted Icon

Weighted (000): The projected number of people that fit your criteria. The number is expressed by thousands.

  • Simmons Insight estimates that 1,700,000 men between the ages of 22-24 who drink Red Bull 
 

Vertical %: The percentage of those with a given characteristic as defined by the Column heading. In this case, it tells you who is drinking Red Bull.

  • Reading Down the column: Of all the adults that drank Red Bull, 68.9% are men between the ages of 18-24.
 
Horizontal Icon

Horizontal %: The percentage of those with a given characteristic as defined by the Row heading. In this case, it tells you how many men between certain ages are drinking Red Bull. 

  • Reading Across the Row: Of all the adults between the Men between 22-24, 1.4% of them drink Red Bull. 
 
 
  Index Icon

Index: The likely hood of all of your criteria intersecting. The index is always 100. If the number is above 100, your group is more likely to do something. If it is below 100, they are less likely to do something.

  • Index: The index is 136. Men between the ages of 22-24 are 64% more likely than the average to drink Red Bull in the last 6 months.
 
 
 

* or **: If you see When you see an asterisk (* or **) this means the sample used was small.

  • This means the data is unstable and may need more research. 

MRI Simmons Videos

The Simmons interface has changed to Simmons 2.0. The video demonstrates Simmons 1.0. Some differences:

  • To create a Crosstab, click "Crosstab" under Analyze. This creates a space where you can build multiple Crosstabs. Be sure to name your file before closing.
  • Click on Composer to build the Crosstab. Reading the results will be the same. 
  • You can create multiple Crosstabs under one name, similar to creating multiple spreasheets in an Excel file. If you are looking for the media habits of adults who buy Nikes, you can create one crosstab, name it Nike media Habits, and use it to compose multiple crosstabs looking at different aspects of Nike customers.

The video above is in three parts