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Consumers & Market Segments Research Guide

This Bentley Library research guide was created to provide a starting point for researching consumers and market segments.

MRI-Simmons Insights

MRI-Simmons Insights provides access to consumer demographic, psychographic, brand preference, and media data from the Simmons National Consumer Survey (NCS/NHCS). The survey provides access to over 60,000 data elements:

  • detailed consumer demographic data
  • products and services usage for over 8,000 brands in more than 500 categories
  • over 600 consumer attitudes, opinions, and segmentations
  • shopping and spending behavior
  • media and technology usage information
  • lifestyle segmentations

How to Access MRI-Simmons Insights

Use the link below to access the database. MRI-Simmons Insights allows a maximum of 20 simultaneous users. Please LOG OUT when you are finished using the database to free up space for others. During times of high usage the database may reach capacity and you will be prompted to try again later.

How to Use MRI-Simmons Insights

To learn how to use MRI-Simmons Insights to create and understand Quick Reports and Crosstabs visit the MRI-Simmons How-To guide:

Learn to:

  • Generate a demographic profile of your target consumer
  • Identify the target market for a product
  • Find out which consumers are more likely to use a specific brand, have a specific interest, or engage in a specific activity
  • Identify the best media channels to reach your target audience

  • Understand the psychographics (interests, opinions, attitudes, behaviors) associated with your target customer