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 Jul 28, 2013 by Admin
We recently discovered some interesting data on participation and attitudes towards recycling, and decided to dig a bit deeper into our Experian SimmonsLOCAL data. This data package inclu...
Posted on Aug 30, 2009 by Admin
Jeff Zaslow, Wall Street Journal columnist and co-author of the The Last Lecture, will speak at the Orlando, FL Public Library on Friday, September 11 at 7 p.m. Zaslow helped the late Ran...
Posted on Mar 10, 2011 by Admin
The GRI team is looking forward to exhibiting at ACRL 2011 at the PA Convention Center in Philadelphia, March 30 - April 1, 2011. Every other year, ACRL offers its premier professional d...
Posted on May 31, 2011 by Admin
Kenneth Johnson of the Science, Industry, and Business Library at the New York Public Library recently provided a "boot camp" on the library's market research resources to budding entrep...
Posted on Aug 02, 2016 by Admin
Did you know that you can use SimplyMap to identify which make and model of vehicle is most prevalent within any location in the United States? In this week’s SimplyMap report, we’ll take...
Posted on Apr 21, 2015 by Admin
In this week’s edition of exploring SimplyMap data, we spotlight the Consumer Buying Power® data package in SimplyMap. What is it? The Nielsen Consumer Buying Power® database incorporates...
Posted on Jul 14, 2009 by Admin
Men's Health continues to utilize SimplyMap to identify and rank U.S. cities. This time they are studying "sports-obsessed citizenry," and here is how they did it: Our stat showdown began...
Posted on Nov 10, 2017 by Admin
Welcome to this week’s SimplyAnalytics blog post. Today we’re going to take a closer look at the options available to you when editing the map legend. Let’s get started! First, to start e...
Posted on Mar 21, 2018 by Admin
The Quick Report is one of the newest features added to SimplyAnalytics - let’s take a look at how it can support your research. This report instantly provides you with a curated list of ...
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 ...