Experian Simmons is a part of Experian

Experian

Experian plc, formerly known as CCN Systems, is a global credit information group with operations in 36 countries. The company employs 15,500 people with corporate headquarters in Dublin, Ireland and operational headquarters in Nottingham, England and Costa Mesa, California, US...

 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 for analytical skill

Skill

A skill is the learned capacity to carry out pre-determined results often with the minimum outlay of time, energy, or both. Skills can often be divided into domain-general and domain-specific skills...

 and cost effective approach to media research. combining behavioral and attitudinal research with information on people's demographics

Demographics

Demographics are the most recent statistical characteristics of a population. These types of data are used widely in sociology , public policy, and marketing. Commonly examined demographics include gender, race, age, disabilities, mobility, home ownership, employment status, and even location...

, lifestyles, media habits and shopping habits.

History of Experian Simmons

1954 - Willard R. Simmons, founder of W.R. Simmons and Associates Research in New York, starts the original Simmons survey

Statistical survey

Survey methodology is the field that studies surveys, that is, the sample of individuals from a population with a view towards making statistical inferences about the population using the sample. Polls about public opinion, such as political beliefs, are reported in the news media in democracies....

looking at TV advertising and its effect on shopping choices.


1998 - Symmetrical Resources acquires Simmons

2004 - Experian acquires Simmons

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. Simmons also partnered with Hispanic advertising organizations to advance the understanding of the influence of Hispanic culture on consumer behavior.

External links

• Official website
• My Market Profile - Small Business consumer demographic reports