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Updating Category Demographics

This guide provides a step-by-step process for utilizing Nielsen's Homescan Consumer Insights tools to access and analyze demographic data. Learn how to enter your university credentials, set your password, and navigate the database to conduct in-depth analysis. Key functionalities include filtering product categories, examining item metrics like dollar share and buyer frequency, and generating ad hoc reports tailored to specific demographics. Enhance your understanding of consumer behavior by leveraging this invaluable resource for academic research and analytical projects.

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Updating Category Demographics

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  1. Updating Category Demographics nielsenanswers

  2. https://answers.nielsen.com/portal/site • Enter your University account ID (@uark.edu) • Set your password

  3. Analysis Tools • Pull down: Homescan - Consumer Insights • Under Brand Insights select • Ad Hoc Base • Request

  4. Ad Hoc Base(Request) • Database CONS_DATABANK_14342 (Next ) 2. Regions TOTAL U.S. • Products Characteristics: “Drill down” to find category DEPARTMENT: Select the broad department PRODUCT GROUP: CATEGORY: Be sure “BRANDS” are correct, then back up to ONLY the CATEGORY level (all brands within are selected).

  5. OR Ad Hoc Base(Request) • Database CONS_DATABANK_1432 (Next ) 2. Regions TOTAL U.S. • Products: Database Items Use Filter (Search), use short descriptions to find products Select brands and categories to “Selected Items”

  6. Facts • ITEM $ (000) • DOLLAR SHARE • ITEM PENETRATION • ITEM $ PER ITEM BUYER • ITEM TRIPS PER ITEM BUYER • ITEM $ PER ITEM TRIP

  7. Facts • N = RAW BUYERS • PURCHASE CYCLE (IN ELAPSED DAYS) • % REPEAT BUYERS (% 2+ TIME BUYERS) • LOYALTY (SHARE OF REQUIREMENTS) • % ITEM $ ON DEAL • % DOLLARS WITH MANUFACTURERS COUPON

  8. Analysis Tools • Pull down: Homescan - Consumer Insights • Under Brand Insights select • Ad Hoc Demo • Request

  9. Ad Hoc Demo (Request) • Database CONS_DATABANK_1432 (Next ) 2. Regions TOTAL U.S. • Products: Database Items Use Filter (Search), use short descriptions to find products (Hint: Start searches with “CTL” to get categories with private labels) Select brands and categories to “Selected Items”

  10. Ad Hoc Demo (Continued) • Demo MeasureSelect “DOLLAR VOLUME INDEX” (and “RAW BUYERS,” to examine respondents—optional) 5. Demographics Select demographic classifications Required: TOTAL HOUSEHOLDS Suggestion: Examine income, education, or lifestage categories which had high indices

  11. Ad Hoc Demo (Continued) 6. Periods: Get a range for comparison • Select most recent (52 WEEKS ENDING 12/29/07) • In a separate request the earliest (for comparison) (52 WEEKS ENDING 12/27/03)

  12. Ad Hoc Demo (Continued) • 7 Delivery Options • Change the name to something you’ll recognize from the default (Ad Hoc Demo) • Check the box for E-mail notification (sent to uark.edu mailbox) • √ Finish

  13. Advisor Personal • When named file is ready (Status), you should be able to select file (e.g. Children’s Pain(wsv)) and it should open in Advisor Personal. • You can attempt to select this prior to receiving your e-mail, letting you know it’s available.

  14. Making Corrections • Under your “Output” window • Use “Resubmit” it will bring up the latest request of the job submitted. • Go to separate steps to make modifications

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