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How to Use MRI Simmons Catalyst: Brand Catalyst in Catalyst

Brand Catalyst Overview

Brand Catalyst is a predictive consumer segmentation and brand strategy tool that helps define brand identity, differentiate against competitors, create unique personas, and drive effective media, creative, and partnership strategies. Brand Catalyst includes 2 key modules:

  • Explorer: Pre-formatted insights that highlight unique opportunities for customer retention, prospect acquisition, and category growth.
  • Reporter: A deep dive across over thousands of consumer attributes to quickly assess how personas are differentiated from each other.

What is Brand Catalyst?

Brand Catalyst is an advanced brand strategy and predictive segmentation tool. Brand Catalyst helps brand marketers and their agencies understand consumer perception towards their brands using advanced psychographics, intent, category preferences, brand and product consumption patterns. Brand Catalyst also uses advance predictive models to identify potential prospects and their characteristics. A built-in recommendation engine converts all these differentiating attributes (including over 60,000 consumer data points) to create unique consumer personas for a brand

Using Brand Catalyst - Start

Step 1: From the "Profile" menu, select “Brand Catalyst”.

Step 2: Select a study. 

Once in the Composer view, click on the box at the top of the page displaying the selected study. 

Click on the arrow to display the list of available studies. 

Select a study. You will generally want to select the most recent study containing relevant data. You may need to try more than one study.

Brand Catalyst - Explorer

Step 1: Set your Target

Use the Search box to search for your target. You can also use the drop down options. This will be a product, brand, or consumer behavior.

Select from the generated list of survey responses. Look carefully to make sure that your selection meets your needs. For example, notice that many products are divided into specific categories.

For this example we are looking for a profile of "iPhone Owners". Note that Brand Owned has been selected.

Once you have made your selection, click the “Create” Icon on the bottom right to generate a Profile. 

Step 2: You can select up to 3 Brands, Products, or Consumer Behaviors to compare. 

For example, we can compare the general profile of consumers of the brands iPhones and Samsung Cell Phones.

 

 

Each profile provides various insights into the consumer, such as a General Profile, Other Brands Consumed, Media Consumption, Attitudes on a variety of topics, and general Demographic information. You can also gain additional insight by selecting a topic to learn more specific information related to it. 

Step 3: Read , export and interpret the report.

You may want to consider renaming your columns in order to better view the product names.

Contact

James A. Cannavino Library

3399 North Road
Poughkeepsie, NY 12601
(845) 575-3106

In the Library