Business Tutorial: MRI-Simmons Catalyst

Unweighted: The number of people surveyed who meet both the column & row criteria.

There are 2,585 purchasers at coffee shops that responded they’ve watched an action/adventure movie in the last 6 months.

Weighted (000): Expressed in thousands, the projected number of adults (18+) in the U.S. who meet both the column & row criteria.

There are 27.962MM purchasers at coffee shops that have watched an action/adventure movie in the past 6 months.

Vertical %: Percent of the column reached by the row.

Of coffee shop customers, 52.23% [of them] have watched an action/adventure movie in the past 6 months.

Horizontal %: Percent of the row reached by the column.

Of respondents who have watched an action/adventure movie in the past 6 months, 27.77% of them also visit coffee shops.

Index: The likelihood of the target to meet a specified criteria, expressed in relation to the base. Numbers are expressed as a percentage relative to the base, with numbers over 100 being more likely, and below 100 being less likely. In this case the index is 128, so 128 - 100 = 28% "more likely".

100 = average | 90-110 is flat | <90 or 120> is significant.

Coffee shop customers are 28% more likely to have watched an action/adventure movie in the last 6 months than the US Adult (18+) population overall.

For Index, You can also flip the Row & Column criteria as follows:

Those that have watched an action/adventure movie in the last 6 months are also 28% more likely to be a coffee shop customer.

See the MRI Simmons support document below for additional assistance:

Sample: The number of people surveyed who meet both the column and row criteria

There are 1,437 Millennials who responded they bought Coffee on the Go in the last 7 days. 

Weighted (000): Expressed in thousands (000), the projected number of adults (18+) in the U.S. who meet both the column and row criteria

There are 22,703,000 Millennials in the U.S. who bought Coffee on the Go in the last 7 days. 

Vertical %: Percent of the column reached by the row. 

Of those who bought Coffee on the Go in the last 7 days, 40.9% of them are Millennials.

Horizontal %: Percent of the row reached by the column. 

Of Millennials, 28.4% of them bought Coffee on the Go in the last 7 days.

Index: The likelihood of the target to meet a specified criterion, expressed in relation to the base, where 100 = average. (Index can be applied either column to row, or row to column). The numerical difference from the average is expressed as a percentage of being more likely (numbers higher than 100) or less likely (numbers lower than 100). In this example, 126 - 100 = 26, so 26% more likely.

Millennials are 26% more likely to have bought Coffee on the Go in the last 7 days than the U.S. 18+ population overall. 

or

Those who bought Coffee on the Go in the last 7 days are 26% more likely to be Millennials than any adult 18+.
 

See the MRI Simmons support document below for additional assistance:

Sample: The number of people surveyed who meet both the column and row criteria

There are 191 people who responded their most eaten cold cereal brand in the last 7 days is Trix and they used/visited Facebook.com in the last 7 days.

Weighted (000): Expressed in thousands (000), the projected number of adults (18+) in the U.S. who meet both the column and row criteria

There are 2,361,000 people in the U.S. whose most eaten cold cereal brand in the last 7 days is Trix and they used/visited Facebook.com in the last 7 days.

Vertical %: Percent of the column reached by the row. 

Of those people whose most eaten cold cereal brand in the last 7 days is Trix, 48.2% of them used/visited Facebook.com in the last 7 days.

Horizontal %: Percent of the row reached by the column. 

Of people who used/visited Facebook.com in the last 7 days, 1.9% of them responded their most eaten cold cereal brand in the last 7 days is Trix. 

Index: The likelihood of the target to meet a specified criterion, expressed in relation to the base, where 100 = average. (Index can be applied either column to row, or row to column). The numerical difference from the average is expressed as a percentage of being more likely (numbers higher than 100) or less likely (numbers lower than 100). In this example, 100 - 96 = 4, so 4% less likely.

People who used/visited Facebook.com in the last 7 days are 4% less likely to have their most eaten cold cereal brand  in the last 7 days be Trix than the U.S. 18+ population overall. 

or

Those whose most eaten cold cereal brand in the last 7 days is Trix are 4% less likely to have used/visited Facebook.com in the last 7 days .

See the MRI Simmons support document below for additional assistance: