Using MRI-Simmons 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.

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

As with Crosstab, and Quick Reports, you will be prompted to chose survey data via the Composer tool. Visit the Composer tab for a refresher on using the tool if needed.

Once you have selected the survey data you want to analyze, click Create, in the bottom, right-hand corner.

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. 

If you want to keep one or more of the visualizations, you can:

1.     name the Brand Catalyst by click on 'Untitled' and renaming it, then clicking Save, and
2.     export the visualizations by clicking on the three dots in the right-corner of the segments and selecting Export as or Add to Presentation.