Consumer Analysis Using MRI-Simmons Data

One of the main sources of information about the consumers of products and brands is the MRI-Simmons database, a leading provider of syndicated consumer data. MRI-Simmons gathers data from over 20,000 consumers each year through in-person interviews asking about lifestyles, attitudes, and uses of over 6,000 products in 550 categories (Huebsch, n.d.). Random selection of households reduces bias, allowing MRI-Simmons to extrapolate data on a few thousand consumers to represent several hundred million Americans (Huebsch, n.d.). 

You can use the database to analyze the consumers of the brands or products that you are interested in. If your brand is relatively new, it may not be in the database. In that case, you will need to find a proxy brand or product that best resembles yours.

You will need to review all the resources on the following pages before using MRI-Simmons.

 

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References

Huebsch, R. (n.d.) What Is MRI in Advertising? Chron. https://smallbusiness.chron.com/mri-advertising-34172.html