• Scroll through the list to select a study. 
• Once you have selected the study you would like to access, click on Pick this Study.

• You are brought to the Mediamark Reporter Table of Contents screen for the study you have selected.

In the above example, you see the contents of the Snacks category from the Spring 2001 study.

As an example, suppose that you are developing a print marketing campaign for a candy bar, and you want to know who your target market is (in terms of age, income, education, family structure, etc.), and what magazines they read.

• Scroll down in the Snacks menu and highlight Candy: Individual Regular Size
• Click the DemoMedia Report button, or press Enter. 

• You can limit the list of product usage reports to those dealing with a particular demographic base (e.g. "Women").  By default, the database shows you reports on all demographic bases.

• Suppose that you want to target your campaign toward people who are likely to buy a lot of candy bars.  You can select Heavy: More Than 4 Individual Bars/Boxes/Bags Bought Last 7 Days (Adults) to see demographic and media consumption information specifically about adults who are heavy users of candy bars.

• Log on to the database, or, if it is already open, click on Change Study to return to the Available Studies screen (the first screen).
• Click the Search button.
• Type the term you would like to search for in the space provided.  In the Search only box the default is set to All for Report, Year and Type.  You can change these settings if you want to limit to a particular report, year or study type.
• Click Search.

Total '000

Mediamark Reporter Total Population - estimated number of adults age 18+ in the United States at the time the study was published. Remember to add the three 000s to the end of whatever number is given.

Proj '000 = Projected

This number represents the projected total number of adults who fall into the category described by the table, and who meet the row criterion in question.  In the example above, a projected 38,851,000 adults (17,946,000 of whom are men, 20,905,000 of whom are women) in the United States consumed 4 or more bars/boxes/bags of candy in the last 7 days.

Percent Down

The percentage of people who have a certain characteristic defined by a column heading.  Notice that 100% corresponds to the people meeting the table's criterion and not to the population as a whole.  In the example above, 15.4% of the projected total of 38,851,000 heavy consumers of candy graduated from college (projected graduated college divided by  projected total, 5983÷38851).

Percent Across

The percentage of people who have a certain characteristic as defined by a row heading.  In this example, 25.0% of adults age 18-24 had more than 4 individual bars/boxes/bags of candy in the last 7 days.  This is based on the projected population of that age group divided by the total population of that age group (6599÷26356).

Index

This number indicates selectivity; that is, which group, compared to the total population, meet the criteria of the row and the column.  It's calculated by dividing the Percent Across of a group (e.g. Adults, Men, Women, Graduated College, 18-24, Employed Full Time ...) by the Percent Across of the universe concerned (e.g. total number of heavy buyers of candy).  In the above example, adults who did not graduate from high school are about 18% more likely than the rest of the population to have purchased more than 4 bars/boxes/bags of candy in the last 7 days, (22.7÷19.3).  The base is 100; 118-100 = 18.  Adults age 45-54 are 8% less likely to have more than 4 bars/boxes/bags of candy in the last 7 days (92-100 = -8).

HINT: You may find it useful to sort your results by the index field.  This will allow you to easily identify demographic categories and/or media audiences who are more likely to use your product.  To sort by index, click on Table Format, then use the Sort by menu to select Index.

The Target Report option allows you to pick a media type or demographic segment and analyze it in terms of individual products within your category of interest. To generate a Target Report:

• Select the study of your choice.
• Click on the Target Report button.
• You are brought to this screen, where you can select a product category, and a media or demographic variable:

• To choose a product category, click on the Select button, then double click on the product of your choice.  If this doesn't work, you may need to click on the Clear button before making your selection.
• Scroll down through the media category to select the variable you are interested in.  
• Click on OK to view the report.
• To generate a target report using demographic variables, click in the circle next to Demos and scroll down to the preferred category.