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ZSR Library

BEM 325 Consumer Behavior: Consumer Behavior Research

Consumer Behavior Resources for Kenny Herbst's BEM 325 Course

Company & Industry Research

Suggested search terms

  • ice cream" AND (innovation OR "new product development")
  • "ice cream" AND (sales OR revenue)
  • "ice cream" AND consumption
  • [company name]
  • [industry name] AND [country]
  • "ice cream" AND [target consumer]
  • "household consumption" AND "ice cream" AND (country)
  • "price expectations" AND "ice cream" AND [consumer type]
  • "flavor preferences" AND "ice cream" AND [consumer type]
  • "generation y" AND "ice cream" AND consumption

Market Research

Tutorials for Simmons Insights

‚ÄčSimmons Insights Provides consumer demographic information for thousands of products, activities and attitudes.

One way to use Simmons is to create a demographic profile of consumers who use a certain product or service or engage in a certain consumer activity. Follow these steps to create a demographic profile.

  1. Select "Quick Reports" under the "Essentials" menu at the top of the screen.
  2. Start typing the name of a product, activity or brand in the search box and select a variable from the drop down menu.
  3. Click "Target" on the right side of the screen to add your variable to the "Target" box.
  4. Click the "Demographic Profile" icon and then click the "Run" arrow to the right of the Target button.
  5. The demographic profile will display in graphic format on the screen. Click the "export" button to download the data to Excel.
  6. Open the Excel file and use the tabs at the bottom of the spreadsheet to explore the data in more detail.


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