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 Mar 21, 2011 by Admin
Men's Health magazine decided to crown one town America's Most Socially Networked City, and has generated quite a buzz in the process. Their survey examined the number of Facebook and Li...
Posted on Apr 27, 2015 by Admin
In this week’s write up we want to share some quick tips and tricks that you might not yet know about in SimplyMap. TIP #1 Did you know that you can share your work? SimplyMap allows you ...
Posted on Sep 05, 2019 by Admin
SimplyAnalytics will be exhibiting at the biennial North Carolina Library Association conference, to be held this year at the Winston-Salem Benton Convention Center. If you are attending,...
Posted on Apr 28, 2016 by Admin
In this week’s SimplyMap report we’ll take a look at one of our newer data packages offered, P$YCLE® by Nielsen. P$YCLE® is a segmentation system that evaluates consumers using key demogr...
Posted on Nov 04, 2013 by Admin
SimplyMap 3.0 is here, and uses the latest technology to provide better performance, improved reliability, and powerful new features. There are many improvements designed to make it easie...
Posted on Mar 02, 2018 by Admin
In this week’s blog we’ll take a look at how to enter an address in SimplyAnalytics to find the Census Block Group or Census Tract. Let’s get started! Use Case: You want to analyze the ar...
Posted on Sep 15, 2025 by Admin
SimplyAnalytics will be attending the upcoming NCLA Conference in Winston-Salem October 14-17!
Posted on Oct 16, 2015 by Admin
Did you know that SimplyMap includes the ability to export Shapefile data for use in desktop mapping software (such as MapInfo or ArcGIS)? This advanced feature extends the power of Simpl...
Posted on Jan 08, 2018 by Admin
The SimplyAnalytics team will be exhibiting at ALA Midwinter in Denver February 9-12. Stop by booth 2152 for a visit and a tour of SimplyAnalytics, the best-in-class analytics and data vi...
Posted on Jun 21, 2019 by Admin
Come visit the SimplyAnalytics booth (#3010) at the upcoming ALA 2019 show in Washington, D.C.! Our team will be on hand offering quick demos of SimplyAnalytics, answering questions and s...