Simmons Research can provide data and market research statistics to the press for stories and other editorial purposes. This page provides some background information on reading, interpreting, and sourcing Simmons Research data within editorial content.
Below is an interactive report that provides definitions to help you understand and source the data correctly.
- Study Name
- Field Dates
- Study Base
- Targets (or columns)
- Weighted (000)
- Vertical %
- Horizontal %
Sample Simmons Study
Simmons has multiple studies clients can subscribe to. Data is released quarterly or bi-annually, depending on the study. Each dataset will have a season (Winter/Spring/Summer/Fall) and a year (2016) associated with it. In addition, some studies include a span (6-month, 12-month, or 2-year).
The Start and End Field dates inform the user about when the study was being fielded.
The universe from which you select your target, and to which it is compared when using the Index.
These contain the group of respondents that you want to know more about. It can be demographic, psychographic, based on consumer behaviors, or any combination of these. In this example, our targets are Male and Female Adults 18+.
These represent what you want to know about your targets. Like the columns, they can be demographic, psychographic, based on consumer behaviors, or any combination of these. In this example, our row identifies the respondents who have gone antique shopping in the last 12 months.
The number of people surveyed who meet the criteria. There are 2,555 Females 18+ who responded that they went antique shopping in the last 12 months.
The projected universe for the criteria, expressed in thousands. There are 22,669,000 Females 18+ in the United States who went antique shopping in the last 12 months.
The percentage of the column (target) that is reached by the row. Of Females 18+, 18.3% went antique shopping in the last 12 months.
The percentage of the row that is reached by the column. Of those Adults 18+ who went antique shopping in the last 12 months, 62% of them were Females 18+.
The likelihood of the target to meet a specified criterion, expressed in relation to the base, where the average is 100. Females 18+ are 20% more likely (index: 120) to have gone antique shopping than Adults 18+ (base) overall.