Continuous measurement and quarterly delivery increases timeliness and value of service
NEW YORK – August 13, 2007 – Simmons Research, an Experian Company and a leading chronicler of the American consumer for over 50 years, today announced two enhancements to its National Consumer Study (NCS). The enhancements include the deployment of a continuous measurement system which expands Simmons’ data collection operation from nine months to a continuous 12 month period, and a quarterly delivery process that increases the publication rate for its studies from two to four times
The change to continuous measurement and the resulting benefits of improved coverage affect all studies that are produced from Simmons core NCS including the NCS Six-Month and Full-Year Adult and Household Studies, as well as the Kids and Teens Study.
“Continuous measurement and quarterly delivery come as a result of listening to the needs and wants of our clients,” said Chris Wilson, president of Experian Research Services, parent division of Simmons Research. “These two enhancements allow our clients the ability to more quickly identify emerging consumer trends.”
The NCS is a comprehensive study of American adult consumers in all their diversity. It provides information on consumer usage behavior for all major media, more than 450 product categories and over 8,000 brands. The change to a continuous data collection operation provides year-round coverage of consumer behavior in the NCS measurement period. Year-round measurement, in combination with quarterly delivery, offers clients greater insights into consumer behaviors in which seasonality plays a significant role.
“Continuous measurement and more frequent delivery are exactly the types of enhancements that the industry needs to better understand the consumer,” said Susan Nathan, SVP, director of media knowledge for Universal McCann. “Since media campaigns often need to be analyzed, based on the latest consumer trends, the ability to have access to the most up-to-date insights is key in this rapidly changing media world.”
The first studies to benefit from continuous measurement will be the Spring 2007 NCS Studies. For more information, please contact Ellen Romer at (212) 863-4562 or
Simmons Research, an Experian Company and part of Experian Research Services, has been a leading chronicler of the American consumer for over 50 years. From the products that all Americans buy and the brands they prefer, to their Internet shopping behaviors, attitudes, lifestyles and media that they use, Simmons measures over 30,000 American consumers each year using statistically projectable samples. Simmons' samples include the largest representation of all Americans, including, Hispanic, African-American, Asian and other consumers and are used by over 500 clients worldwide to provide the most complete picture available on America's consumers. In 2006, Experian Research Services was ranked the fastest growing market research company by Jack Honomichl, the leading market research industry authority.