Using Simmons OneView we are trying to compare key brands in our category (ours vs. a few key competitors) on how they are similar or different in terms of their “user make-up or composition”. For instance, how do they compare in their %s of male vs. female users, or user %s by age groups, or user agreement/disagreement with selected opinion/psychographic statements, or the % who are loyal vs. switchers (etc.)?
To do this, we create tables with the brands we want in the columns, and the demographic or psychographic or loyalty groups in the rows. (Instructions come later on how to set up the tables you want.) Below we see an example for Folgers coffee vs. Maxwell House coffee, compared on male vs. female %s within each brand’s user base.
We are looking at people who use a particular coffee brand Most Often (in the columns).