Crosstab analysis is a useful tool for exploring relationships between variables. Here are the steps to create customized crosstabs:

1. Log in to the MRI-Simmons platform and navigate to the Crosstab page.
2. Use the Smart Search box to search for variables by typing in keywords that describe the variables you are interested in.
3. Alternatively, click the Dictionary button to browse the entire data dictionary. You can drag and drop variables into the columns and rows of the crosstab.
4. Use the Definitions tab to access pre-built folders of commonly used variable combinations, such as Age/Gender and Generations.
5. To add multiple variables to a crosstab, hold down the CTRL or SHIFT key while selecting the variables. Once you have selected the variables, click on the appropriate icon above the terms to move them to columns and rows. It is recommended to add products/activities as columns and demographics as rows as it makes reading the report a bit easier.
6. Once you have selected the variables you want to analyze, click the Run button to generate the crosstab.
7. Explore the results of the crosstab by reviewing the data and examining any patterns or trends that emerge.

Remember to carefully consider the variables you choose to include in the crosstab, as selecting too many variables can make it difficult to interpret the results. Keep in mind any limitations or biases that may impact the results.

Terms & Abbreviations

• MO: "Most Often". Consumer selected this brand as most often used.
• ALSO:  "Also used". Consumer used this brand, but it was not their most used brand.
• Sole User: Product usage coding designation used when only one brand is recorded.
• Primary User: Product usage coding designation used when more than one brand is recorded.
• (H):  Household. Indicates household use, not individual use.

Definitions

• Sample: The number of people surveyed who meet both the column and row criteria.

• Weighted (000): Expressed in thousands, the projected number of adults (18+) in the U.S. who meet both the column and row criteria.

• Vertical %: Percent of the column reached by the row.

• Horizontal %: Percent of the row reached by the column.

• Index: The likelihood of the target to meet a specified criterion, expressed in relation to the base, where 100 = average. (Index can be applied either column to row, or row to column).