Presentation slides for Journalism 3400, Spring 2018 to guide as we walk through an analysis of the available resources for the secondary research assignment

1. Simmons OneView
• Data from Simmons consumer surveys
• Academic product has a 3 year delay. Most recent data
available right now is from Fall 2014.
• Two ways to view data:
• Quick reports: demographic, media use, and daily activity profiles of
consumers who fit a specific target within a base population
• Cross tabs: cross-reference different sets of data from the survey to fit
your needs; highly customizable, but can be tricky to use and interpret.

2. Demographic profile of all adults (base) who said they
visited Chipotle 3-5 times in the last 30 days (target).

3. Demographic profile
of full-time college
students (base) who
said that they visited
Chipotle 3-5 times in
the last 30 days.

4. Pick out 1
observation from the
data presented here
What
recommendation
might you make to
Chipotle based on
that piece of data?

6. Mintel
• Mostly secondary analysis from Mintel’s data
• Some statistics and infographics
• Information on types of consumer groups (ex: millennials,
mothers, teens)
• Also has data on sectors (ex: retail, personal care, home)
• Use the search box to look for specific
products/brands/companies across the different types of
reports.

8. Pick out 1
observation
from the
Executive
Summary
What recommendation
might you make to
Chipotle based on that
piece of data?

9. SimplyAnalytics
• Consumer, demographic, media use and lifestyle data by
location
• Includes Simmons data that is more recent than
SimmonsOneView, but you cannot cross-tab the data.
• If you can identify a target location, or a location where your brand is
doing well, you can examine characteristics of a location that might
offer insight.

11. World Advertising Research Center (WARC)
• Research and recommendations for developing advertising
campaigns
• Also includes case studies (search for your brand or a
competitor)
• Has some data about ad spending and costs