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Simmons Insights Database Guide: Home

About Simmons Insights

Simmons Insights provides access to consumer data including demographics, product usage, lifestyle characteristics, brand preferences, and media habits.  This powerful tool enables users to create custom research reports using data from Simmons National Consumer Survey, a survey of more than 23,000 U.S. adults, 500 product categories and over 8,000 brands. Survey data is obtained from the continental United States.

Accessing Simmons Insights

Simmons Insights can be accessed at school or away from campus using your FDU NetID and password. This database can be found on the library's A to Z database list as well as well as a number of subject guides.

Uses for Simmons Data

Marketing Strategy

1. Help marketers identify the target market for a product.

2. Find out which consumer groups are more likely to use a specific brand of product.

Advertising Strategy

1. Discover the best types of traditional and digital media for reaching your target market.

2. Identify the lifestyle characteristics of people who live in a specific geographic location.

Statistical Data

1. Analyze the psychographic statistics (interests, opinions, attitudes, lifestyles, spending behavior) associated with your target audience (e.g. what percentage of 18-24 year old women are impulse shoppers).

2. Find out how many survey respondents use a product in order to gauge the product's market potential.

Citing Simmons Insights

MLA 9th Edition

MRI-Simmons. "Spring 2019 NHCS Adult Study 12 Month." MRI-Simmons Insights,, 2019. Accessed Aug. 25, 2022.

 APA 7th Edition.

MRI-Simmons. (2018). Spring 2018 NHCS adult study 12 month [Cell phones / smartphones brands owned by consumer demographics - age, gender, household income] [Data set]. MRI-Simmons Insights,

Simmons User Guide