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Simmons Employs New Segmentation Tool
US agency Simmons is to apply parent company Experian's 'TrueTouch' classification system to the results of its Spring 2005 National Consumer Study. The tool is designed to provide a clear picture of the best audience, message, channel and timing for marketing campaigns.
Simmons National Consumer Study provides information on consumer usage behaviour for all major media, more than 450 product categories, and over 8,000 brands. The Spring 2005 version was released last month. TrueTouch uses this data to classify American households into 25 'Impacts', consisting of like-minded groups of consumers who display similar attitudes, aspirations, behaviours and values.
Chris Wilson, President and COO of Simmons Market Research, says True Touch uses the data to 'identify the best customers and tell users what type of messages and offers motivate their purchases, the communication channels they prefer and the times that they can be reached'.
The companies are online at www.smrb.com and www.experian.com.
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