MRI-Simmons Insight: How to Read a Report

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

  • Simmons Insight estimates there are 30,221,000 adults between the ages of 18-24 in the US (lower 48 states, only). 
 
Weighted Icon

Weighted (000): The projected number of people that fit both of 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.