ESP201: Intro: Entrepreneurship/Business Models: Consumer Research

Below are step by step instructions on how to create a basic quick report in MRI Simmons Insights.  The instructions are described via a clickstream as well as by written-out steps and screen grabs.

Clickstream/User Journey= 

MRI Simmons> "Profile" tab, in dropdown > "Quick Reports">"Composer">"Composer", type in keyword relevant to research>relevant category/sub-category> variable of choice, drag variable of choice into add section> "Targets"> "Create"

STEP 1:

1) After accessing the MRI Simmons database click on the "Profile" tab. In the "Profile" drop-down click on the "Quick Reports" button. 

STEP 2:

2) After choosing "Quick Reports", on the left-hand side of the screen, click the "Composer" button.

STEP 3:

After accessing the composer interface the easiest way to find something useful for your research is to search using a keyword in the search box. In this example, because we are looking to find information about energy drink users, we use "energy" which is circled in red.

(Hint: If a keyword does not bear fruit, something of interest might be listed under another keyword. Due to this, make sure to try synonyms or other relevant keywords.)

STEP 4:

After typing in your keyword you then need to choose one of the categories to explore. These categories can be found under the search bar on the left hand side of the screen.

Notice that when you choose a keyword many of these categories will disappear due to lack of that keyword being in the category. For this example the most relevant category was "Beverages Non-Alcoholic" shown by the red circle below.  

STEP 5:

After clicking on the category the majority of the time it will be broken down into sub-categories. For this example we chose "Energy Drinks & Shots", which is notated by the blue arrow and focused the research to look at the "brand summary" of users of energy drinks which is notated by the blue circle. This means that it will encompass all users of a particular brand of energy drink. Finally we then need to choose our brand, Red Bull, which can be chosen by clicking on the box beside it which is circled in red.  

It is important to note during this stage that their are a variety of different users we can research. For example, in the below screenshot, we can see "ALSO" and "MO" users. See definitions page for explanations of what these mean. 

STEP 6:

After selecting your variable of interest by checking the box next drag it over to "ADD TO" section, which is shown by the red arrow. Next click the "Targets" button at the bottom of the "ADD TO" section. 

STEP 7:

After adding your variable to make sure it is under the "Target" section, notated by a red arrow and NOT the "Base" section which is shown by a red X.

Bases can be extremely useful, but if you are trying to create a simple quick report they are not needed. See the definitions page to understand more about bases and to see if you would like to use one. 

STEP 8:

Once you have chosen your target and hit the create button you should arrive at the page below. On this page, simply click on any of the reports you are interested in to access them.

Below are step by step instructions on how to create a basic brand catalyst report in MRI Simmons Insights. To demonstrate this we will be searching for users of the energy drink "red bull". The instructions are described via a clickstream as well as by written-out steps and screen grabs.

Clickstream/User Journey= 

MRI Simmons> "Profile" tab, in dropdown > "Quick Reports">"Composer">"Composer", type in keyword relevant to research>relevant category/sub-category> variable of choice, drag variable of choice into add section> "Targets"> "Create"

STEP 1:

1) After accessing the MRI Simmons database click on the "Profile" tab. In the "Profile" drop-down click on the "Brand Catalyst" button which is circled in red below. 

STEP 2:

2) After choosing  the"Brand Catalyst" button, you will be transported to the "Composer" interface shown below. The easiest way to find something useful for your research is to search using a keyword in the search box. In this example, because we are looking to find information about consumers of the energy drink red bull, we use "energy" which is circled in red.

(Hint: If a keyword does not bear fruit, something of interest might be listed under another keyword. Due to this, make sure to try synonyms or other relevant keywords.)

STEP 3:

After typing in your keyword you then need to choose one of the categories to explore. These categories can be found under the search bar on the left hand side of the screen.

Notice that when you choose a keyword, many of these categories will disappear due to lack of that keyword being in the category. For this example the most relevant category was "Beverages Non-Alcoholic" which you can see above the blue arrow below. 

STEP 4:

After clicking on the category, the majority of the time it will be broken down into sub-categories. For this example we chose "Energy Drinks & Shots", which is notated by the blue arrow and focused the research to look at the "brand summary" of users of energy drinks which is notated by the blue circle. This means that it will encompass all users of a particular brand of energy drink. Finally we then need to choose our brand, Red Bull, which can be chosen by clicking on the box beside it which is circled in red.  

It is important to note during this stage that their are a variety of different users we can research. For example, in the below screenshot, we can see "ALSO" and "MO" users. See definitions page for explanations of what these mean. 

STEP 5:

After selecting your variable of interest by checking the box next drag it over to "ADD TO" section, which is shown by the red arrow. Next click the "Targets" button at the bottom of the "ADD TO" section. 

STEP 6:

After adding your variable to make sure it is under the "Target" section, notated by a red arrow, and NOT the "Base" section which is shown by a red X. After you have chosen your variable, finally, hit the create button in the bottom right of the screen, circled in red below.

Bases can be extremely useful, but if you are trying to create a simple brand catalyst report they are not needed. See the definitions page to understand more about bases and to see if you would like to use one. 

STEP 7:

Once you have chosen your target and hit the "create" button you should arrive at the page below and created a brand catalyst report.