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)?
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.
Related Questions
- 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)?
- In a standard category, how does MRI determine the usage breaks between heavy, medium and light users?
- How do I isolate all users of a particular medium (e.g., Radio, Magazines, etc.)?
