In this video I demonstrate how to use the more advanced cross tab features in Simmons to analyze demographic characteristics of consumers. I use consumers of the amusement and theme parks industry in this example, though the steps outlined here can be applied to most consumer product categories and national brands. Check out my Simmons Tips & Tricks Guide or my Simmons Videos on YouTube for more information.
I've got tons of business students who are researching the amusement and theme park industry and they are starting to look for consumer demographics of park visitors. Mintel is a great resource to gather critical consumer information for consumers of a product category or who engage in a particular consumer activity. This video uses the amusement park / theme park consumer as an example to explore the Mintel Databook to gather consumer demographic data.