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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 25,000 U.S. adults, 500 product categories and over 8,000 brands. 

Uses for Simmons Data

Marketing strategy

  • Help marketers identify the target market for a product.
  • Find out which consumer groups are more likely to use a specific brand of product.

Advertising strategy

  • Discover the best types of traditional and digital media for reaching your target market.
  • Identify the lifestyle characteristics of people who live in a geographic location.


  • Analyze the psychographic statistics (interests, opinions, attitudes, lifestyle, spending behavior) associated with your target audience (e.g. what percentage of 18-24 year old women are impulse shoppers).
  • Find out how many survey respondents use a product in order to gauge the product's market potential.

Obtaining a Simmons Insights Report

At the Business Research Library, you can obtain a custom Simmons Insights report.  You decide what brand or product you want a report on and the demographic characteristics, media habits, or psychographic variables you would like to have included in the report and we will do the rest. Simmons Insights reports can be emailed and/ or printed.

To obtain a custom Simmons Insights report please contact us:

Business Research Library
Phone: 201-692-2608
Email: Michele Nestory      

Simmons National Consumer Survey

This database can be accessed at school or away from campus using your FDU webmail account and password. Simmons Insights reports are created using data from the Simmons National Consumer Survey. 

Business Research Library

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Michele Nestory

Citing Simmons Insights

APA Style 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].

Simmons User Guide