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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