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Simmons Insights: Understanding Your Results

The Crosstab



Simmons Insights provides users with in depth reports that utilize a crosstab.  When you are analyzing Simmons Insights data,  the column would have the product or brand you are interested in and the rows would contain demographic characteristics, media habits or psychographic variables.  

Sample – Refers to the number of respondents who participated in the survey and also meet the requirements stated in the column and the row.  In this sample, 208 of the respondents were 25 to 34 years of age and were more likely to drink Monster Energy. 

Weighted – This figure, which is expressed in thousands, is a projection of the number of adults in the United States who meet the criteria for the row and the column.  It takes the sample from the Simmons Insights report and uses that data to calculate an estimate which represents the entire population of adults in the United States.  In the example above, it is projected that 4,814,000 people in the U.S. were in the 25 to 34 age range and tend to drink Monster Energy most often.

Vertical – This is the percent of respondents who first meet the column criterion and then meet the row criterion. Of those individuals who are more likely to drink Monster Energy, 34.2% were also 25 to 34 years old.

Horizontal – Refers to the percent of respondents who first meet the criterion for the row and then meet the criterion for the column.  Of the individuals who fell within the 25 to 34 age range, 11.8% tend to drink Monster Energy most often.

Index – The index measures the likelihood that respondents meet the criteria for the column and the row compared to the U.S. population.  The base number of the index for comparison purposes is 100.  In this example the index was 197 which means that respondents 25-34 years old were 97% more likely to consume Monster Energy than the U.S. adult population overall.  This index showed a high level of interest in drinking Monster Energy for respondents who were between 25 and 34 years of age.

The index is one of the most important pieces of information found in the Simmons Insights report.  When reading Simmons Insights data, the index represents the U.S. adult population.  If the index is 130, this means that survey respondents have a 30 percent greater interest in using a product or brand compared to the rest of the population. An index of 75 indicates that the likelihood of using a product or brand is 25% less than the average.  If the index is close to 100, it shows that usage is not much different than the rest of the population.  





Example from Simmons Insights


The Simmons Insight database uses survey data to create Simmons  reports.   Here is what the screen from the Simmons Insight database looks like.  In this example, we asked the question What brands of energy drinks do you drink most?  Monster Energy and Red Bull Regular are the two choices we gave for brands of energy drinks and they were in the columns.  In the row, we used the demographic characteristics of male, female, and five different age groups.  


So what are some of the things we can learn from this report?

1.  Men are more likely to drink Monster Energy than the average.  The index for men is 136 or 36% more than the rest of the population. 

2.  Of the people who state that Monster Energy is the brand they drink most often, 65.8% are men and only 34.2% are women. 

3.  Young adults in the 18-24 age group are much more likely to drink Monster Energy than any of the other survey respondents.  The index for this group is 208 which is much higher than the base of 100. Although the index tells you that there are many users in this age group, it does not tell you if they are heavy users of Monster Energy.

4. The cell count for respondents who are 55 to 59 years old and drink Monster Energy most is only 41.  This data has been labeled with an asterick so that users are aware that this data may be unstable and should be used with caution.  If possible, research data from other sources should be used to corroborate the results of the Simmons report.

5  People who are 45 to 54 year olds and are more inclined to drink Monster Energy had an index of 78.  This figure is 22% less than the rest of the population and much lower than the index for 18-24 year old adults who drink Monster Energy.