Simmons OneView

Simmons, OneView

What is Simmons OneView?

Simmons OneView is a database containing data about consumer use of products, brands and media. The data is based on a survey of over 25,000 individuals, and it is used to analyze the demographic and psychographic characteristics of customers’ usage behavior for all major media, more than 450 product categories, and over 8,000 brands.

For more information about interpreting the data, please consult your instructor.

Unlike any other database, Simmons OneView provides functions beyond simple searching. With Simmons, you will have access to a variety of features that can actually help you create a custom report on consumer behavior.

Search Examples

  • What is the best magazine for advertising a bed and breakfast located in Taos?
  • Who is drinking Coke and what TV shows do they watch?
  • What is the level of education of people who drive pick-up trucks?
  • Are consumers really buying toothpaste for dogs?

Getting Started

Simmons OneView is available from the Libraries webpage, under Resources > Resources by Subject> Business > Simmons OneView.  You must be logged into the Libraries webpage with your University 4X4. A folder containing instructional handouts for creating basic reports and performing cluster analysis is available at the Reference/EIC help desk. Included in the folder is a “how to print/save” guide. A brief help guide and the “how to print/save” guide are also available under Resources by Subject, Business -- under the Guides tab.

Starting Simmons OneView and Selecting a Survey

To begin, you must change surveys > click on the blue STUDY button. A Select Survey box will open. Click on the desired survey. Please note there are six month surveys as well as full year surveys. Please be aware, surveys can be by HOUSEHOLD or POPULATION. POPULATION is the default. (POPULATION = entire Simmons population and HOUSEHOLD = head of household population). To limit your study to just HOUSEHOLD on the bottom left of the Select Survey box click on HOUSEHOLD.

The Screen

  • The Questions Box (or "Dictionary) is on the left. The Question box is used to identify product and lifestyle.
  • The Answer Box is in the middle. The Answer box is where specific choices regarding brands, usage statistics and demographic categories will appear, based on the selections made in the Dictionary box.
  • Boxes and tabs for Columns, Rows and Bases are on the right. These boxes display the selections made from the Answer box.
  • To move items into Columns, Rows or Bases boxes, drag and drop items from the Answer box. To move more than one item into Columns/Rows us the control button on the keyboard. Hold down the control button, while clicking on each item in the Answers box to be moved to Columns/Rows. Drag and drop.
  • The Scratch tab will not be discusses in this guide
  • The Coding Box is along the bottom. The Coding box is used for advanced combinations of searches (Not discussed in this guide)

Creating a Report

Consider choosing a Base:

  • Bases create a population base or universe that is subset of the Simmons population.
  • Bases are optional. If you do not use a Base you will survey the entire Simmons population unless you clicked on HOUSEHOLD in the Select Survey box.
  • Bases do not have to be a demographic such as gender or age, it can be any lifestyle or product from the Questions box
  • You can set more than one Base.

To set a Base:

  • Click on the Bases tab.
  • Next click on the Question tab.
  • Open Lifestyle > Demographics by clicking on the arrow. Choose from the available options (e.g. Lifestyles/Demographics > sex > female).
  • To move items from the Answers box to the Bases box drag and drop items.

To set Rows and Columns:

1. Columns usually contain product information, such as computers or SUVs:

  • Click on the tab for Columns/Rows
  • Click on the Questions Tab
  • Click on the arrow to open the desired folder (for example FOOD & DRINK or ELECTRONICS). Browse for your product by opening folders according to categories, such as "VCRs-COST."
  • In the Questions Box, click on the items you want to include.
  • Move your choice(s) from the Answers box to the Column Box, drag and drop

2. Rows usually contain the demographic, psychographic, or media information, such as household income, buying style, magazine titles, etc.

  • Follow the instructions for setting up Columns.

** keep notes as to the data you input into the columns and rows as the study (crosstab or private eye) may not include information from the Question/Answer boxes

View Report

  • When you have completed selecting data for the columns and rows, you are ready to cross-tabulate them.
  • Click on the Run Crosstab blue button.
  • Cross tab View = displays multiple cell elements
  • Private Eye View = displays a single column at a time
  • Trend = must have at least two studies to trend data from
  • Export = exports data to excel or CSV
  • Quad Chart = graphs data into quadrant chart

DATA Interpretation (Please consult your instructor for more information)

  • Total = Number of adults age 18+ in the U.S. (e.g. Simmons population)
  • Sample Size= The actual number of respondents to the Simmons survey who met the specifications of both the Row and Column
  • 000 = Number of adults in the U.S. population who meet the specifications of both the Row and the Column, a projection calculated statistically. When reading this number, add three zeroes (000's) to the end.
  • Vert%= Vertical % or Percent Down. The number of people who have a given characteristic, expressed as a percent, as defined by the Column heading
  • Horz% = Horizontal % or Percent Across. The number of people who have a given characteristic, expressed as a percent as defined by the Row heading.
  • Index = Indicates the likelihood, compared to the Total population, of meeting the specifications of both Column and Row. The base number for comparison is 100.
  • Base = Percentage of the currently selected base/filter that the cell represents.


  • * = A single asterisk in your Cross tab indicates that the projections are relatively unstable and should be used with caution
  • ** = Two asterisks means the projections are from thirty or fewer interviews. These are not considered to be sufficiently reliable. (If you are getting two asterisks (**), consider broadening your search.)

Editing Report

  • Click on Crosstab Editor in the top blue tool bar, far left

Media Rankings

Use this feature to determine what media (magazines, newspapers or television shows) would be good choices for advertising to your demographic group.

  • Start a new search, if needed
  • Set up Columns
  • uses Bases for Demographic data
  • Click on Questions
  • From the Questions choose Print Media or Cable/Television/Radio or Intermedia
  • Choose titles, channels/stations or quintiles/media groups
  • Drag and drop into the Rows box, click on the RELOAD button for samples and weights
  • Click on the Run Crosstab button

Print, Save or Graph

  • To print:
    • Click on the Blue Export button
    • Choose Excel 2003 or 2007
    • A box will open at the bottom of the screen _ -- Click on Open
    • An Excel spread sheet will opne
    • On the Excel sheet click on File > Print
  • To save:
    • Click on the Blue Export button
    • An Export box will open
    • Choose Excel  
    • A box will open at the bottom of the screen
    • Click on the down arrow next to Save > click on Save As
    • If saving to a flash drive (thumb drive) remember to change drive (generally Removable Disk)
    • Rename file if necessary, Click SAVE
  • To Graph
    • Click on the blue Quad botton
    • to save click on the Export button in the Quad Chart Viewer
    • Save As box will open > remember to change to Removable Disk is saving to a Flash > rename if necessay


  • click on the Sign Out button on the far right top tool bar
  • Be sure to close the viewer and the home screen
Return User Manual to the EIC Desk

Maintained by: Units
Last updated: 10/19/2012 11:13:11 AM
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