 After you click on the insights link, go ahead and click on proceed. This will log you into our Simmons Insight account. I want to walk you through the screen a little bit kind of what we are looking at and then I will show you how to build a cross tab. When you come into insights, what we are doing is we are looking at the MHCS adult study for 12 months. It's from spring 2018. You will notice that this is a few years old. The data that is available in Simmons is dated. That is one of the things that we have as far as an academic subscription. They do sell us lightly dated data. What we are looking at is the screen that we use to build a report. There are a couple of different ways you can do this. I want to show you different ways that you can search the information. When we are looking at this spring 2018 adult study, if you click on all, you can see or you can expand definitions and dictionary so you can see the kind of information that is available. It really is easier to use the search function to look to find what you are looking for. I'm going to build a cross tab looking at who is drinking energy drinks. That is my interest. Right now, I just want to look at the difference between men and women and what they are drinking or what kinds of energy drinks they are drinking. I can type in men or women but you will see I get a bunch of different categories. This is where, what this does is show me where men is appearing. This really isn't what I want. So, I'm going to change this and look for gender. Again, what shows up here are the categories that gender appears in. I just want female and male. You will see here, down here, this shows me where it is coming from. It is from lifestyle demographics. Demographics, gender. If I click on lifestyle demographics over here, this narrow shows me what is coming from that specific category. So, what I am going to do, I'm going to build my cross tab. When you build your cross tab, you are putting information in rows and columns. Whether you put something in a row or column will depend, it will define how you are reading it. This will make more sense when we actually look at a cross tab. I am going to put the demographic, the gender, in my row. So, I click on female, row, and then row. You will see over here, this changes, shows me what is in my row. Now, if I type in energy drink, you will see it breaks down between non-alcoholic beverages and brand consumer. But I still got a couple of different categories that I am not really, I can see here where they are coming from. But I personally don't find this a useful way to look through multiple categories, like multiple brands, especially when they are looking at the forms you drink, but then also brand. I find this confusing. So, what I do, or what I would recommend, and everybody is going to handle this a little differently, I click on composer. This is just a different view on how to search for information and how to build your cross tab. You will see the rows, transfer, so I have men and women here. I am searching the same information, the adult study. And what I can do is I can expand these categories. So, do you drink energy drinks? This is going to be a simple yes or no answer. The type, so a shot, a drink, a soul form, you are honestly, I don't know what that means. The brands you drink the most, also drinking. So, these are going to be more heavy users. This is going to be something that they may, may not drink. Brand summary, I don't know why Redville is the only one listed. And then looking at the brands in the last 30 days, and how many in the last 30 days. If I look at brand and consumer, this doesn't really seem to give me as many options. I'm going to go back to brands drunk. Sometimes the last 30 days or the frequency can be really useful, especially if you're just kind of looking at general, how much do they drink? Or that type of thing. But I want to look at brands, because I really want to see specific brands that men and women are drinking. I can click on just the individual brands that I want, or I can select all. I'm going to add, it adds it here, then from here I can say I want it in column or row. You can also just simply select them all and drag them. This also allows you to build a search. There will be a follow-up video that will explain to you how you can actually build a much more specific or more advanced search. And then you click on run report. This brings me back to the screen. This is the report. Before we read it, let me kind of go through what we are looking at. So again, we have our column. That is the column here. That is our brands. The row men and the women run across. You'll see here, it says base, and that says study universe. What that means when the default is always everyone that took part in this survey. You can differentiate a survey or a base, and I will get into that later. But right now we are looking at all men and women above the ages of 18.