The Experian Simmons National Consumer Study uses a patented, multi-frame sample design (U.S. Patent No. 7,246,035) to produce representative measures of consumer behavior and attitudes to products, brands and media among all American adults–Hispanics/Latinos and non-Hispanics, English-speaking and Spanish-speaking.
The study uses a two-phase data collection approach, with Phase 1 consisting of a telephone placement interview to obtain the household's participation in the survey and Phase 2 involving the mailing of self-administered survey booklets to eligible household members.
The Experian Simmons National Consumer Study provides single-source measurement, year-round, of major media (English-language and Spanish-language), products/brands, services, and in-depth demographic, lifestyle and psychographic characteristics.
It enables Experian Simmons clients to compare the consumer behavior of Hispanics/Latinos to the total population using just a single research tool. All respondents—regardless of origin or language ability—are asked the full range of questions measured by the Experian Simmons National Consumer Survey.
In addition to these data elements, which are available to all Experian Simmons National Consumer Study and Experian Simmons National Hispanic Consumer Study subscribers, an additional set of "Hispanic only" questions are asked of Hispanic respondents. These additional data variables include extended demographic, lifestyle and psychographic information for Hispanic respondents and they are made available to Experian Simmons National Hispanic Study subscribers with the appropriate data license.
Additionally, the study provides extensive measurement of Spanish-language media, producing estimates of usage and time spent comparable to the estimates for English-language media. These incremental data elements enrich the ability of our Experian Simmons National Hispanic Study clients to profile and segment the diverse Hispanic/Latino market.
Experian Simmons' National Consumer Study is accredited by the Media Rating Council (MRC), a non-profit organization formed in 1964 at the urging of the U.S. Congress, whose goal is to ensure measurement services that are valid, reliable and effective. The MRC pursues this goal through use of its Minimum Standards for Media Rating Research, auditing measurement services that voluntarily submit to the MRC process, and accrediting those services that meet the MRC's Minimum Standards and that fully disclose their methodology to the MRC and service subscribers.
