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Navigating the Simmons OneView Database

Navigating the Simmons OneView Database. Emily Treptow & Breezy Silver Gast Business Library 2/4/14. What Is OneView ?. A collection of data about Americans’ product and brand usage, buying and media habits National Consumer Study Conducted by Experian Simmons annually

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Navigating the Simmons OneView Database

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  1. Navigating theSimmons OneViewDatabase Emily Treptow & Breezy Silver Gast Business Library 2/4/14

  2. What Is OneView? • A collection of data about Americans’ product and brand usage, buying and media habits • National Consumer Study • Conducted by Experian Simmons annually • U.S. Adults Only • Business Library has 2010 data – latest • OneView is a program that lets you create custom reports of this data

  3. What’s In OneView? • Demographic Data • Statistical information about age, gender, race, income, education, marital status, etc. • Found in census data • Psychographic Data • Statistical info about attitudes, values, beliefs, habits, etc. • Products • Statistical info on product usage • Media Information • Data on audience, volume and readership for print and other media

  4. What is OneViewUsed For? • Marketing strategy • Determining target consumer group for a product • Advertising Decisions • What media reach my target group? • Statistics and Data • How many people read X? Who are they? • How many people have habit X? Who are they?

  5. Accessing OneView Can be accessed anywhere via the library web site Use your netid and password for off-campus access Only 15 people may access it at one time. Fall 2010 NHCS Adult Survey 6 month is default survey – may want to change

  6. Tips for Searching OneView • Identify: • What is your product(s) or brand(s)? • What do you want to know about this? • User Demographics: age, gender, race, income, education, marital status • User Psychographics: attitudes, values, beliefs • In addition you’ll be able to: • Identify your target market and find what media they use.

  7. Click blue Proceed button to enter the database

  8. Ready to search! To change study click the blue study button in the navigation at the top

  9. Sample Search 1 Which brands of jeans (Gap, Levi’s, Liz Claiborne, or Wrangler) did U.S. adults buy in the last 12 months by the following age groups: 18-24 yrs, 25-34 yrs, 35-49 years, and ages 50+?

  10. Sample Search 1 Find the jean brands Find the age demographics Demographics go in rows and Product information goes in columns

  11. Sample Search 1: Interpreting the Results Sample = actual number of respondents in survey who meet criteria of both the row and column Weighted (000) = estimated total number of adults who meet criteria of both the row and column 2,353 survey respondents bought Wranglers 214 survey respondents bought Wranglers AND are 25-34 There are approximately 3,412,000 (projected) 25-34 year old adults in the general population who bought Wranglers

  12. Sample Search 1: Interpreting the Results Vert% = represents the percentage of the column that fit the row definition Hort% = represents the percentage of the row that is a member of the column Index= compares the criteria to the average. The base number is 100. < 80 less likely and >120 more likely. Approximately 8.88% of adults who bought Wranglers were 25-34 year old Approximately 8.73% of 25-34 year old adults bought Wranglers 125 means that 50+ year olds are 25% more likely than the total population to have bought Liz Claiborne jeans

  13. Sample Search 2 Among those jean buyers, what are the buying habits of female adults? • Changing the Base (or adding a filter): • This allows you to survey a particular group such as women, men, specific age groups, etc. (To survey the total U.S. population, leave the base blank.)

  14. Sample Search 3 Advertising in which magazine would be the most effective to reach female Levi-wearing 25-34 year olds: Better Homes and Gardens, Cosmopolitan, or Consumer Reports? • Adding to Base • Media go in Rows area

  15. Sample Search 4 What magazine are female buyers of Levi’s jeans most likely to read of the following publications: Cosmopolitan or Ladies Home Journal?

  16. Printing & Saving Save using export button. We recommend that you export the crosstab results to Excel and then print.  Some browsers have issues when you try to print the crosstab.  You also may need to change the layout from portrait to landscape and make sure shrink/scale to fit page is selected.

  17. Librarian Contact Information Emily Treptow treptowe@msu.edu 432.4182 • Please ask us for help! • Online Guide: http://libguides.lib.msu.edu/choices3

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