WHY CHOICES 3 IS IMPORTANT

Learn about current users of XX product, identify the media they use, determine where advertising should be geographically placed and add to your skills on your resume 
HOW TO ACCESS CHOICES 3
1.
Go to http://www.lib.lsu.edu/
2.
Click the yellow “Databases” tab
3.
On “By Title:” click the letter “C”
4.
Scroll down to “Choices”
5.
Click “Simmons OneView”
6.
Click “Connect to Simmons OneView”
7.
*If you haven’t done so, log into your MyLSU
CHOICES 3 LINGO
 How to set up o Column = product selection
 Where your product goes; usually getting that from “Brands Used MO”
 Pull from “Questions” tab o Rows = activity difference, media selection, media quintiles, BDI, CDI, etc.
 Essentially everything you’re testing
 Pull from “Questions” tab o Bases = target audience filter (once you know what your target audience is)
 Pull from “Definitions” tab

How to analyze data o Sample = actual number of respondents surveyed that fall into a given row & column o (000) = projected total size of the U.S. segment that consumes your product, or falls into the category selected for row and column o vert % = percentage of people in the column who fall into a given row o horz % = percentage of people in the row who fall into a given column o Index = use this to discover whether a particular demographic group is more or less likely to consume a product/brand than the total (103 means they are three percent more likely than the national average to consume a product) o Base = % of selected base population that falls into a given row & column
PRODUCT SELECTION
1.
Food- Meat
2.
Bacon
3.
Bacon – Brands Most
4.
Oscar Mayer  drag to Columns Section

TARGET AUDIENCE SELECTION & FILTER
1.
Gender a.
Lifestyle (Demographics) b.
Demographics (Personal Information) c.
Gender d.
Male  drag to Rows Section e.
Female  drag to Rows Section
2.
Age f.
Run crosstab a.
Lifestyle (Demographics) b.
Demographics (Personal Information) c.
Age d.
18-24  drag to Rows Section e.
25-34  drag to Rows Section f.
35-44  drag to Rows Section g.
45-54  drag to Rows Section h.
55+  drag to Rows Section i.
Run crosstab
3.
Filter a.
Definitions tab b.
Demos: Adult Gender Age Combo c.
Female 45-54  drag to Bases Section
ACTIVITY DIFFERENCES
1.
Lifestyle (Demographics)
2.
Lifestyle Statements
3.
Attitudes/Opinions – About Food
4.
Run crosstab
MEDIA SELECTION
1.
For magazines a.
Print Media b.
Magazines c.
Magazines – Average Issue Audience d.
Run crosstab
2.
For newspapers a.
Print Media b.
Newspaper – Totals c.
National Daily-AIA d.
Run crosstab
3.
For television a.
Cable/Television/Radio b.
Cable Television & Premium Channels c.
Cable TV Services Viewed In Last 7 Days

MEDIA QUINTILE
Quintile has a range of 1-5. The people who consume the most of that medium are in Quintile 1, while those who consume the least amount are in Quintile 5. You can see if people who consume a lot of this medium also consume your brand. If the 5 th quintile is highest, it means people who consume that medium do not consume your product; you shouldn’t use this medium to advertise with.
1.
Intermedia
2.
Media Quintiles
3.
Run crosstab
BDI ANALYSIS
BDI stands for Brand Development Index. This shows you how strong a brand’s sales are in a particular region.
1.
DMA a.
Lifestyles (Demographics) b.
Geographies c.
Top 14 DMAs d.
Run crosstab
2.
Region a.
Lifestyles (Demographics) b.
Geographies c.
Census Regions d.
Run crosstab
CDI ANALYSIS
CDI stands for Category Development Index. This shows you the percentage of category sales compared to the percentage of a population.
1.
Clear Columns Section and replace with the following a.
Food- Meat b.
Bacon c.
Bacon- Household Eats Bacon d.
YES  drag to Columns Section
2.
Keep the Female 35-44 filter/base
3.
Replace the Rows Section with either DMA or Region selection (see BDI Analysis instructions)