 Hey there, Chad Boninger here for High University Libraries. In this video, we'll show you how to find demographics of consumers of particular types of ice cream and ice cream brands. Let's get started. The database we'll use to find demographics of consumers of particular ice cream brands or types of ice cream is called Simmons. Once you log into Simmons, the default login screen is actually the crosstab screen and that's actually for another video and another time. What we're going to do is create a demographic profile and those reports are found under the Essentials and under the Quick Reports menu at the top of the page. Once you arrive at this page, the demographic profile should be selected by default. Now you can go in here and search for types of brands. You can search for Haagen-Dazs or Ben & Jerry's or whatever. My preference actually is to browse because that allows me to look and see what Simmons actually contains in their variables and the data that they have. I'm going to click on All here and then click on Dictionary. This allows you to see the full range of all the categories that they have in the Simmons Research Survey. If we scroll down, we can see that there's a frozen food section and there's also a snack and dessert section. I initially looked in the frozen food because ice cream grows in the freezer, but later found that we have the snack and dessert section which does contain ice cream and sherbet here. You should also look, if you're looking at ice cream under the Dairy section, there's a Smoothies and Yogurt section that might be worth looking at as well. We're under snack and dessert under Food and let's click the drop down menu here to open up sherbet and here we see things like does your household eat ice cream or sherbet? What types do you eat the most? What types do you eat also? What brands do you eat the most? Let's start with that. Let's look at Brands. This gives us, the reason I'm doing it this way is because once you select the category, it gives you all of the variables for which there is data. Here we have all of this information here. Let's look at Ben and Jerry's as my example here. Once we have a variable in the menu here, we can go over here and click on the target because we are looking to understand the Ben and Jerry's consumer as our target consumer. Once we have it down here, we can click on the arrow and that will run the analysis and create the demographic profile for us. Here we see that Ben and Jerry's consumers tend to be maybe a little bit higher educated. Their salary range is pretty high, looks like. You can see whether they have kids, married, their race, household income, ethnicity, things like that. One possible research strategy is to do this for all of the different brands that you're looking at in the industry to see how consumers of particular brands might differ. In other words, is one brand more affluent or more higher educated or of a different race? So it's a great way to kind of compare different brands across the industry. Hope this helps you better understand how to find demographics for ice cream consumers. If you need more help, check out my business guides. Take care.