Go up
Visualizing Brand Preference: Mayonnaise
Posted on May 10, 2016 by Admin
One benefit of data and applications like SimplyMap is the ability to visualize information. In this week’s report, we’ll take a quick look at some branding preferences in contiguous America using data from the SimmonsLOCAL data set. As a reminder about the dataset, Experian SimmonsLOCAL is a powerful targeting and profiling system that provides insights into consumer behavior for all of America's 210 media markets on a local level with 60,000+ data variables, including over 450 categories and 8,000 specific brands.
With that said, let’s visualize the brand preferences of mayonnaise (we’ll use Hellmann’s, Best Foods and Miracle Whip) across the United States to see if we can identify some obvious trends in preferences relative to geography.
Quick side note: out of curiosity, we decided to run a search for the word “mayonnaise” to see how many related variables exist in SimplyMap. That total? 202! On to our maps:
HELLMANN’S
BEST FOODS
Miracle Whip
So what exactly do these three maps tell us? In effect, it allows us to draw three conclusions:
1. Miracle Whip dominates the midwest and deep south, while the northeast and west coasts don’t have a taste for it.
2. The northeast loves their Hellmann’s.
3. West of the rockies is Best Foods mayonnaise territory, which as we understand is actually Helmann’s mayo. Per Wikipedia: The Hellmann's brand is sold in the United States east of the Rocky Mountains, and also in Latin America, Europe, Middle East and Canada. The Best Foods brand is sold in the United States west of the Rocky Mountains, and also in Asia, Australia, and New Zealand. This also explains the extremely divided map shown above.
Think of the potential this data can have for marketers and researchers across the country (8,000+ specific brands!). If you feel your institution can benefit from SimplyMap, feel free to email or call us - we’d be happy to set up webinars at your convenience.
More from SimplyAnalytics
Posted on Jan 19, 2009 by Admin
The 2009 Midwinter Meeting will be held in Denver, CO, from Jan 23–28, 2009. http://www.ala.org/midwinter The exhibits will be held Jan 23–26, 2009 at the Colorado Convention Center,...
Posted on Oct 08, 2019 by Admin
Hello readers! This week’s “From the Help Desk” is short & sweet. Let’s get to it! Question: How do I analyze all of the states at once in a report? Answer: The Ranking Report allows ...
Posted on Mar 13, 2023 by Admin
Hello readers! Today, we’re excited to officially introduce the Location Query Report in SimplyAnalytics. The Location Query Report is a powerful feature in SimplyAnalytics that allows us...
Posted on Dec 15, 2014 by Admin
Visit the SimplyMap team at the ALA Midwinter Meeting in Chicago late January. We will be at booth #2824 offering product demonstrations, tips & tricks, and of course Ghirardelli Choc...
Posted on Nov 28, 2023 by Admin
Hello readers! We are happy to announce that SimplyAnalytics has successfully migrated to the Census 2020 boundaries on Sunday, November 19th. This blog will talk about what that is, what...
Posted on Mar 30, 2016 by Admin
In previous blog entries we highlighted the usefulness of viewing multiple years of data for the same variable. In short, analyzing the same variable across multiple years allows users to...
Posted on May 06, 2016 by Admin
Visit us at booth #775 at the ALA 2016 annual conference to meet the SimplyMap team and learn more about the features and functions behind SimplyMap. Have a Ghirardelli Chocolate while we...
Posted on Apr 10, 2015 by Admin
In this week’s SimplyMap report, we explore one of the newer datasets available: Retail Market Power®. What is it? In short, the Retail Market Power® dataset helps users identify opportun...
Posted on Aug 15, 2013 by Admin
Anyone who has traveled to Seattle hoping for a sunny day could fairly estimate that it is one of the rainiest states with the highest level of precipitation each year. SimmonsLOCAL varia...
Posted on May 15, 2015 by Admin
In this week’s SimplyMap report, we want to share with you the many options available when exporting maps in SimplyMap. In SimplyMap, when a user selects Export Map Image from the Actions...