Hi! Now that you've completed the "Getting Started" and "Running a Cross Tabulation" tutorials, we're going to learn about another feature of Simmons OneView. In this tutorial we're going to cover the basics of running and interpreting a Quick Report of consumer data in Simmons OneView.
If you're interested in more general consumer trends pertaining to your target market, Quick Reports are a great way to start decision-making based on a multitude of predetermined criteria.
Simmons OneView provides us with 13 different 'quick reports' reporting various characteristics of consumer behavior. Many of these reports pertain to media consumption. The visualizations generated in the quick report add a lot of value to the data that is generated.
In order to run a Quick Report, you should have access to Simmons OneView and should know how to select a specific study in the interface. If you are unfamiliar with how to do this, you can review the "Getting Started" tutorial.
You will remember from the "Getting Started" tutorial that the OneView interface defaults in the "Profile" tab with the "Crosstab" interface selected. To access the Quick Report interface, click on "Quick Reports" in the "Profile" tab.
You should now see an interface that looks like this:
You're now ready to choose a study and start running Quick Reports.
Many of the Quick Reports you can run are dependent on the Study you select having pertinent information regarding internet and new media use data. If you choose a study that doesn't contain the necessary data reported in the quick report, you will likely experience an error in reporting. It is crucial for several of the Quick Reports that you choose the Simmons Connect study.
Before running a running a quick report, verify that Spring 2013 Simmons Connect is selected as the study:
You will remember from the "Running a Cross Tabulation" tutorial that all of the data in Simmons OneView is stored in categorized sets of questions and answers.
Unlike setting up a cross tab, however, the answers we select for Quick Reports will not be columns and rows. They will be used as our targets with a base (optional).
Our Target will serve the same function as columns do when running a cross tabulation and will contain data about who we want to know about (our target market).
Our Base will serve a different purpose that we haven't discussed yet: changing our sample population.
The Quick Report itself is essentially our rows because the reports will enable us to answer questions regarding the characteristics of our target market.
When we select our study, we're selecting data based on survey responses from a large sample of respondents (n=24,000 approx.).
This broad cross-section of the U.S. adult population might be too broad for us to make the best inferences possible about our target market and we might want to limit our sample to a specific subset of the sample-at-large.
This is particularly useful when looking at key demographics and target market characteristics-- e.g. the Hispanic population or smartphone users.
NOTE: You can use a base when running a cross tabulation in addition to columns and rows.
Entering our Data:
When you're ready to select your data for a Quick Report, selected the Edit button next to either the Target or the Base in the interface.
You should now see a pop-up window that is nearly identical to the interface from the "Cross Tabulation" tutorial:
We're now able to select and combine data to populate both our Target and Base from the same interface.
If you need a refresher on this process, please consult the "Running a Cross Tabulation" tutorial.
Selecting our Target:
When we were learning how to run a cross-tab we assumed the role of a marketing professional for a fast-food company trying to target young fast-food customers over the internet. We're going to elaborate on our answers to that question using Quick Reports.
In that tutorial we combined data for our column so we could look at Fast-Food consumers aged 18-34. We're going to use that same data set as our Target.
Let's create that same data point (combining 18-34 year olds and fast food) as we did in the Cross-Tab tutorial and then select 'Use as Target'.
You should now have your data under 'Target Name' in the quick reports interface:
If you need a refresher over any of these steps, please remember to consult the "Running a Cross-Tabulation" tutorial.
Selecting our Base:
Since we're interested in targeting young fast-food consumers over the internet, it makes little sense to include non-internet users in our sample. We're going to change our Base so that our sample is limited only to internet users.
You should now have your data under 'Base Name' in the Quick Reports interface:
You're now ready to run Quick Reports!
As mentioned earlier, Simmons OneView has 13 quick reports that we can choose from.
Each report is clearly labeled and provides a preview of what the output will look like.
Select the Media Activity Across Platforms report and click 'Run Analysis'
Congratulations! You should now be looking at your quick report for Media Activity Across Platforms for Fast-Food Consumers 18-34:
Notice the drop down menu, this drop down menu will allow you to choose between different Media Activities.
The first one that appears is 'Camera'. Click on the drop down menu and choose 'Watch Download/Stream Video'.
The Bar Graph now reports the likelihood of our target market to watch videos on a particular platform against the entire population of internet users.
The likelihood is determined by the Index.
Which device are Fast-Food Users Aged 18-34 more likely than the rest of the population to watch videos on?
You can also toggle the button to report the percentage with the small 'Percent' button:
What percentage of our target market uses Game Consoles to watch streaming video?
After you've run your Quick Report, it is VITAL that you export your data into a png, pdf, or excel file. The data will not save locally in the system so you must export EVERY TIME you run a Quick Report or the data will be lost!
To export your data:
Click on the Export tab, click 'Export Report as [FileType]' and the file should begin downloading:
While this tutorial exposed you to the general interface for Quick Reports, some of the reports have more nuanced output than others. For an in-depth guide on Quick Reports, and all of the other functions and aspects of Simmons OneView:
Click on the 'Resources' tab at the top of the interface. Here you will find a wealth of information regarding Simmons OneView and all its functionalities including: user guides, release notes, and survey methodology.
In this tutorial, you have learned how to run and interpret a Quick Report in Simmons OneView.
Make sure you remember: