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Simmons Insights Training: BDI/CDI

Using Simmons Insights to Calculate BDI and CDI

  • If the category and/or brand you are interested in is represented in Simmons Insights, that is the easiest way to get BDI and CDI numbers.
  • For BDI, search for your brand and then look in the "Brand Consumer" folder.
  • For category, look for the variable that asks if the household consumes it. For example, for ice cream, the variable you need is "ice cream & sherbert - HH eats?" and it is in the folder for frozen snacks/desserts. You may need to dig through folders if using the search box doesn't work.

BDI and CDI Defined

Brand Development Index (BDI) 

  • Measures how well a brand performs within a specific group of consumers compared to the market as a whole
  • For example, you might track how well Ben and Jerry's ice cream sells in Vermont as compared to the United States as a whole.
  • It might be calculated for multiple markets, to figure out where advertising dollars might be spent.

Category Development Index (CDI)

  • Measures how well a category of products performs within a specific group of consumers compared to the market as a whole
  • For example, you might track how well ice cream sells to people 18-34 as compared to the United States as a whole.