How to Read a University Reporter MRI Report

University Reporter is a valuable resource when identifying who your target market is and how they function in your relation to your product. However, it can be confusing to read and understand. The guide will help you accurately read and report on your University Reporter statistics. To start, what do the subheadings mean?

Total ‘000 is the total number of people in the United States (by thousands)

‘000 is your projected audience (by thousands)

% Detail is the percent of category users that fit your criteria

% Target describes the behavior of the demographic

Index, when the index is above 100, the demographic is that much more likely to do something

Red Text indicates that the sample is too small

Now that we’ve identified what each heading means, let’s look at an example to get a better understanding.

How many adults, ages 18-24 drank Red Bull in the last 6 months?

Total ‘000: There are 30,255,000 adults between the ages of 18-24 in the United States

‘000: 9,209,000 adults between the ages of 18-24 drank Red Bull in the last 6 months

% Detail: 23.89% of adults who drank Red Bull in the last 6 months were 18-24 years old

% Target: 37.72% of men between the ages of 18-24 drank Red Bull in the last 6 months

Index: 18-24 year olds are 91% more likely to have drank Red Bull in the last 6 months

Resources

https://www.gfkmrismartsystem.com/UniversityReporter/Report.aspx

http://libguides.wwu.edu/c.php?g=308150&p=2061784

https://www.lib.umd.edu/binaries/content/assets/public/vbic/univ-reporter-how-to-read.pdf

Kaitlyn Roberts

Group 6

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