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Kraemer Family Library

Using MRI-Simmons Catalyst

About Brand Catalyst

Brand Catalyst is a tool for brand strategy and predictive segmentation. There are three different options to choose from in the Brand Catalyst tool.

Brand Catalyst Types:

  • Explorer: For analyzing  the behaviors and attitudes of consumers of a specific brand.
  • Reporter: For analyzing consumer attributes to understand the similarities and differences between brand personas.
  • Creator: For clustering persona into segments by using underlying consumer psychographics.

User Guide for Brand Catalyst

Brand Catalyst in MRI-Simmons

Step 1: To access the Brand Catalyst took, click the Profile tab from the menu at the top of the screen. Then, choose the Brand Catalyst.

 

Step 2: Use the Search box or browse the Dictionary and/or Definitions to find the brand and/or target(s) you want to explore. Refine the labels, or add boolean operators, or both. Click, hold, and drag the characteristics into the Bases or Targets, or you can add them manually.

 

Step 3: Explore the Brand Catalyst profile created. Use the limiters on on the left-hand side to edit your Composer selections, try out different populations, and test out different attitudes. Choose Explorer to get a general overview of existing consumers of a specific brand. Choose Reporter for an in-depth analysis of consumer attributes. The three dots on the far right side of each graphic provide export options.

Brand Catalyst profile graphics based on target(s)