Experian Consumer Research

Experian Simmons is a part of Experian focused on delivering the mindset of the American consumer. Used mostly for their National Consumer Survey, this group is known in the media and advertising community[1] for analytical skill and cost-effective approach to media research. combining behavioral and attitudinal research with information on people's demographics, lifestyles, media habits and shopping habits.

History of Experian Simmons

1954 - Willard R. Simmons,[2] founder of W.R. Simmons and Associates Research in New York, starts the original Simmons survey looking at TV advertising and its effect on shopping choices.[3]
1998 - Symmetrical Resources acquires Simmons[4]
2004 - Experian acquires Simmons[5]

Simmons National Consumer Study

This appears to be the company's main offering. It's a survey that gets fielded to about 25,000 adults in the United States several times per year. Experian claims this is one of the broadest and deepest surveys of American consumer behavior available. It is supposed to cover thousands of points of interest including:

- demographics
- ethnic demographics and language use
- use of media (TV, cable, radio, magazines, newspaper, internet)
- product purchases and brand preferences
- financial information
- attitudes and opinions
- automotive

Hispanic Consumer Research

Experian has made a name for their Simmons consumer research in the growing Hispanic marketing industry. The Simmons National Hispanic Consumer Study analyzes the influence of advertising language on purchasing decisions.[6] Simmons also partnered with Hispanic advertising organizations to advance the understanding of the influence of Hispanic culture on consumer behavior.[7]

References

  1. ↑ Ranked Among Research Companies - http://www.marketwatch.com/news/story/simmons-ranked-1-syndicated-research/story.aspx?guid=%7B4E9AEE83-FEEB-4D67-83FB-AB7B82C72CD7%7D&dist=hppr
  2. ↑ http://query.nytimes.com/gst/fullpage.html?res=9C07E0D61F31F933A15753C1A960958260
  3. ↑ http://www.vmr.com/research/560.html
  4. ↑ http://www.marketresearchworld.net/index.php?option=content&task=view&id=555&Itemid=
  5. ↑ http://www.experiangroup.com/corporate/news/releases/2004/2004-10-14/
  6. ↑ How to Capture the Attention of Hispanic Consumers - http://www.marketresearchworld.net/index.php?option=content&task=view&id=259&Itemid= - MarketResearchWorld.net 2005
  7. ↑ AHAA/Simmons Latino Cultural Identity Study - http://www.ahaa.org/media/Latino%20Identity%20Reserach%20Feb%202008.htm

External links

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