Experian Buys Simmons Research

Information solutions company Experian has acquired high profile US consumer behaviour specialist Simmons Research, which runs the National Consumer Study.

Simmons was founded in 1950 but was recently ranked by Inside Research as the second fastest growing, privately held research company in America over the past five years. Experian is a subsidiary of GUS plc, with headquarters in Nottingham, UK, and Costa Mesa, California; 13,000 staff and annual sales exceeding $2.3 billion.

The National Consumer Study is released twice per year and collects data from more than 30,000 individuals who complete surveys about what brands they buy, what media they use and which Internet sites they visit. It is divided into five individual segments: Kids, Teens, Adults, Hispanics and Households. The survey measures virtually every TV network and cable television show, more than 40 radio formats, over 200 magazine titles, all major national newspapers and the top 75 Internet sites. Survey respondents also provide information on the purchase of approximately 8,000 brands in more than 450 product categories.

Deborah Zuccarini, President, Experian Marketing Services, says the combination of resources will 'bring about a revolution in marketing precision... Simmons data is the standard for many marketers with its media-neutral and consumer-centric focus. Their experienced management team and innovative use of consumer research information are impressive'.

Clients will be offered 'a much broader range of communications solutions - from contact strategies to customer and prospect databases' according to Bill Engel, Co-CEO of Simmons. 'While there are companies that focus on single segments of the total customer view, this is the first time one holistic definition is provided - across all channels'.

Experian's web site is at www.experian.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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