MRI-Simmons: The Leading Provider of Insights on the American Consumer

If you are looking for a reliable and comprehensive source of data on the behavior, attitudes, and psychographics of the American consumer, you might want to check out MRI-Simmons. MRI-Simmons is a joint venture between GfK and SymphonyAI Group, two global leaders in market research and data analytics. MRI-Simmons combines the strengths of both companies to offer a suite of solutions that empower marketers to understand, reach, and activate their target audiences.

What is MRI-Simmons?

MRI-Simmons is the result of the merger of two well-established consumer research brands: MRI (Mediamark Research & Intelligence) and Simmons Research. MRI was founded in 1979 and specialized in measuring media consumption, product usage, and lifestyle preferences of American adults. Simmons was founded in 1952 and pioneered the use of consumer surveys to measure brand preferences, media habits, and psychographic traits. Together, they have over 80 years of experience and expertise in consumer insights.

MRI-Simmons offers a range of products and services that cater to different needs and objectives of marketers. Some of their key solutions are:

  • National Studies: These are large-scale surveys that cover a wide range of topics, such as demographics, media usage, product ownership, shopping behavior, attitudes, opinions, values, and lifestyles. They provide a holistic view of the American consumer and allow for granular segmentation and profiling. Some examples of national studies are:
    1. Ultimate Study of Americans (USA): This is the flagship product of MRI-Simmons that covers over 60,000 variables across 500 categories. It is based on a probabilistic sample of 25,000 respondents who are interviewed online and offline. It is updated twice a year and provides the most accurate and representative data on the American consumer.
    2. Print Focus Studies: These are specialized studies that focus on the readership and engagement of print media, such as magazines and newspapers. They measure the reach, frequency, and duration of exposure to print publications, as well as the demographics, psychographics, and product usage of print readers.
  • Catalyst: This is a consumer insights and activation engine that enables marketers to access, analyze, and activate data from MRI-Simmons’ national studies. It is a cloud-based platform that provides a series of modules, from consumer profiling to digital and addressable activation. It allows marketers to create custom segments, generate insights reports, enrich their own data sets, and execute campaigns across various channels.

Why Choose MRI-Simmons?

MRI-Simmons has several advantages over other consumer data providers. Some of them are:

  • Quality: MRI-Simmons has a rigorous methodology that ensures the quality and validity of their data. They use probabilistic sampling techniques that select respondents at random from an address-based frame that covers 97% of US households. They also employ multiple modes of data collection, such as online surveys, phone interviews, mail questionnaires, and personal visits. They apply various quality checks and validations to ensure the accuracy and completeness of their data.
  • Transparency: MRI-Simmons is transparent about their data sources, methods, and processes. They provide detailed documentation and metadata for their data sets, as well as data sourcing guidelines for their clients. They also adhere to industry standards and best practices for data privacy and security.
  • Comprehensiveness: MRI-Simmons has one of the most comprehensive and diverse data sets on the American consumer. They cover hundreds of categories and thousands of variables that span across media consumption, product usage, shopping behavior, attitudes, opinions, values, lifestyles, and more. They also have rich psychographic data that capture the motivations, preferences, and personalities of consumers.
  • Actionability: MRI-Simmons makes consumer data smarter and empowers action from insights. They provide easy-to-use tools and platforms that allow marketers to access, analyze, and activate their data. They also offer consulting services and custom solutions that help marketers address their specific challenges and goals.


MRI-Simmons is a leading provider of insights on the American consumer that can help marketers understand, reach, and activate their target audiences. They have a high-quality, transparent, comprehensive, and actionable data set that covers various aspects of consumer behavior, attitudes, and psychographics. If you are interested in learning more about MRI-Simmons or their products and services, you can visit their website or contact them directly.

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