Research Guides: MKTG 770: Marketing Analytics &amp; Metrics: Customers & Advertising

Interpreting Results in Simmons

Simmons Insights
Simmons Insights provides U.S. consumer data on product and brand usage, spending behavior, media habits, and more. Use it to create customized reports analyzing the demographic and psychographic characteristics of product users and their media behavior. The data comes from the Simmons National Consumer Study (NCS), which is sent out to samples of the U.S. population several times a year. The most recent year’s survey is the default base population.

Pro Tips: Look for the highest Index numbers to identify your most likely customers!
Then, subtract to find meaning:

An index of 100 = average. (You'll notice the index number for the Total sample is always 100.)
An index of 125 would mean group is 25% more likely to be associated with the description
An index of 75 would mean group is 25% less likely to be associated with the description

Data with * and ** are less reliable due to small sample sizes – use caution

SimplyAnalytics

A web-based mapping, analytics, and data visualization application with thousands of data variables, including demographic data (population, age, race, income, employment, education, language, ancestry, housing, etc.) from the US Census and the American Community Survey (ACS), consumer spending data from the Consumer Expenditure Survey (CEX), 2020 election data, and D&B's points-of-interest file providing detailed information on over 5 million businesses.

Winmo (RedBooks)

Winmo (formerly Red Books) is an advertising database that provides comprehensive and up-to-date information on companies and the advertising agencies that work for them. This database can be used to identify agency clients; find a company by searching for the brand it owns; locate critical information about agency clients; and more. This is the online version of the print resource titled "Standard Directory of Advertisers", also known as “Advertising Red Books.”