I can isolate heavy users of a category (e.g.: toothpaste), and I can isolate all users of a particular brand (e.g.: Aim). How do I code for heavy users of a single brand (heavy Aim users)?

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I can isolate heavy users of a category (e.g.: toothpaste), and I can isolate all users of a particular brand (e.g.: Aim). How do I code for heavy users of a single brand (heavy Aim users)?

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Due to issues with sample size MRI only makes brand volume information available in the Doublebase study. The volumetric data for a specific brand, type, kind and form of a standard category is located along with the basic total user information for that category. A common mistake is to “and” together the “all users” code for a given brand with the “heavy user” code for that category – this is an incorrect approach for isolating heavy users of the brand. This will give you people who are heavy users of the category and also used the brand.

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