Skip to Main Content
It looks like you're using Internet Explorer 11 or older. This website works best with modern browsers such as the latest versions of Chrome, Firefox, Safari, and Edge. If you continue with this browser, you may see unexpected results.

MRI-Simmons Insights: How-To Guide

Learn how to create Quick Reports and Crosstabs in MRI-Simmons Insights.

Access MRI-Simmons Insights

Use the link below to access the MRI-Simmons Insights database:

About 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

The library subscribes to the following MRI-Simmons Insights studies:

  • NHCS Adult Study: demographics, psychographics, products & services usage, purchase behaviors, and media usage for US adult (18+) consumers. The library's subscription provides access to the Fall releases of the Adult 6-month and Adult 12-month studies, with a 2-year embargo from the study release date.
  • Simmons Connect Plus: includes all NHCS study data plus additional data on consumers’ use of 11 traditional and digital media platforms, including reach, time spent, and activity measures. The library's subscription has a 2-year embargo from the study release date.

Use MRI-Simmons Insights to create Quick Reports and Crosstabs 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