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Simmons Insights Tips & Tricks

How to use Simmons Insights to understand consumer demographics and create profiles of target customers

How to read a Simmons Cross Tab

Reading the Vertical Percent

For reading the vertical percent in a cross tab, we read from top (1),  down to the vertical percent( 2), then left to the comparable variable in the row (3). In this example we would read this as follows:

  1.  Of those people in the survey who said they were very interested in NFL football,
  2. 7.8 percent of them
  3.  Eat at Cracker Barrel the most.  

In other words, 7.8 percent of people surveyed who are very interested in NFL football said that they eat at Cracker Barrel the most. 

 

Directions on how to read a Simmons Cross Tab

 

Reading the Horizontal Percent

For reading the horizontal percent in a cross tab, we read from left, across to the horizontal percent, then up to the comparable variable in the row. In this example we would read this as follows:

  1.  Of those people in the survey who said they eat at Bob Evans the most,
  2. 17.9 percent of them
  3. Are very intested in Major League Baseball

In other words, 17.9 percent of people surveyed who said they eat at Bob Evans the most are also very interested in Major League Baseball.

How to read a horizontal percent in a Simmons Cross tab