 Hey there Chad Bonds, you're here for High University Libraries. I've got tons of students who are currently researching the amusement park and theme park industry and they are looking for demographics of people who visit a particular theme park. One of the best places to find that information is Simmons and this video I'm going to show you how to create a demographic profile for people who visit certain theme parks in the industry. It's a great database to use for people who look for or buy particular products or who engage in particular activities or who have certain behaviors so this is going to give you a basic understanding of how to create a basic demographic profile for your consumer so let's get started. When you first log into Simmons you're going to come to a page that looks just like this. This is actually one of the more advanced screens in Simmons so we're going to start by going up under the essentials tab at the top of the page and then clicking on quick reports. From here the demographic profile is automatically selected so what we're going to do you can search for your topic right here in the middle. I actually prefer to go through and click on all here at the top and then click on the dictionary tab to browse all the different kind of categories of the variables for which Simmons measures and for this particular example for looking at theme parks and amusement parks that kind of falls underneath the entertainment and leisure categories so we'll click on the arrow here to find entertainment and leisure and if we scroll down we're going to scroll by all these different kind of entertainment and leisure categories that you can look at but here at the very bottom we have theme parks so I'll select theme parks here and you get different variables here this is just a question the top one is just have you been to a theme park in the last 12 months yes or no you can look at that this is the theme parks you visited the most in the last 12 months that's the last 12 months MO there this is the theme parks you also visited in the last 12 months this is the frequency in which you visited a certain theme park in the last 12 months so for example one to two times you know three to five times etc so from my example here I'm just going to say which one I'm going to get demographics people who've been to a certain theme park the most in the last 12 months so I'll click on this and so now it gives us the options of all of the theme parks that they ask questions about in the survey so for my example I will choose cedar point Ohio and I see that we we it selects the variable here now what I'm going to do is over here on the right hand side I'm going to click on target and that will move this variable down here to the bottom okay if you don't do that it's otherwise empty okay so we'll click it it's going to click on target it moves it down here and once we click on target we now have an arrow that lights up and is available for us to click on run the analysis so we'll click run the analysis and this gives us the demographic profile of people who said they in the survey have visited in the 12 last 12 months cedar cedar point the most okay so we get you know general statistics including household income education race etc okay now notice for this particular example here it's throwing some asterisk here if we scroll down to the bottom we see that this indicates that a cell count is from 31 to 60 projections may be unstable and that's basically because if we scroll up the overall sample size of the whole survey now the whole simon survey is almost 25 000 people but of that survey only 224 people said they have visited cedar point the most okay just because the you know the survey size is overall kind of limited you can still use this but if it's throwing double asterisk for you you wouldn't want to use that data but this is this is probably okay to use you know for to get a general idea of your your demographic profile for that consumer so hopefully this helped you understand how to use this you can do this for all the different kinds of other other areas so let's let's clear this out let's start over let's try to do another one let's do demographic profile and let's go down and look at our entertainment leisure here i went too far there we go entertainment leisure and then go back down and look at theme parks and then let's look at the most again and you know cedar points in Ohio it's probably not as well known as say for example disney world magic kingdom so let's click on that one there and you can see now our sample size is 775 versus 226 you know because you know magic that kingdom has a bit more national reach we'll click on the target you'll notice the target down here is blank right so we'll click on the target and that's going to pull that variable down here and then once again we can go run our analysis and get some data there so as we see here as opposed to the other example i showed you with cedar point we see that we're only seeing one variable down here with double asterisks and that is because the sample size there is just 27 so basically of the whole survey of 24804 people only 27 people said yes i go to disney magic kingdom the most and i have less than a high school diploma so this is a variable we probably would not use because it has double asteris and the sample size falls below the count of 31 so i wouldn't use that variable but everything else on here looks pretty good we're we're looking at some income levels that you might be questionable but this is a good good way to kind of give you an overall view of the demographics of a consumer of a particular theme park so hopefully that helps you better understand how to use Simmons and it's a great tool to better understand the consumers of a particular product or people who engage in a particular activity hope this video helped you understand how to use Simmons to find demographic profiles for a particular consumer if you need more help check out my business guides take care