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Provides access to a wide variety of customizable market and advertising research reports on the Simmons OneView platform. Datasets are derived from the Simmons National Consumer Study (NCS) and the Simmons National Hispanic Consumer Study (NHCS). Survey samples are drawn from U.S. adult consumers and include all behavioral, psychographic, and media use measures. Segmentations include Mosaic, Health and Well-Being, Technology Adoption, Economic Outlook, Mobile Consumer, Food Lifestyle, Retail Shopping, Movie/TV Product Placement, and more. Dataset Coverage: Spring 2013 (updates vary). Academic datasets are two years behind commercial datasets.
Reading Tabs:
COLUMNS = The "Who?", or target audience.
ROWS = The "What?", as in: "what do you want to know about your target audience?"
BASE= Is an additional filter you can add (for example, narrowing it down by gender type). The default is: total adults aged 18+
Reading Rows:
Sample (unweighted count): The number of people who participated in the survey and who meet column & row criteria.
Weighted number: the sample number projected onto the US population. Add three zeros to the end.
Index: The likelihood of this group providing this answer. Anything above 100 is considered above-average, while anything less than 100 is considered below average.
Vertical %: The percentage of people who answered this survey, based on the criteria/characteristic found in the top heading.
Horizontal %: The percentage of people who answered this survey, based on the criteria/characteristic found on the left heading.
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