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Simmons Insights: Simmons

A guide to using Simmons OneView for consumer and market research.


Simmons is a very powerful and unique database.  Unlike most databases, it contains no articles or analysis -- Simmons contains nationally-representative consumer survey data about American adults ages 18+ living in the contiguous 48 states.  The survey asks questions about things like: 

  • demographic, psychographic, geographic details
  • media habits
  • daily activity and attitudes
  • brand and product preferences about nearly every product imaginable. 

The data are collected from the National Consumer Study and National Hispanic Consumer Study annual surveys. 

Our subscription contains data that is 2-3 years old, but you can still use it to learn how to run searches and interpret the data.  Ours also is available only for 10 users at a time -- if the 10 spots are all taken, try again in a few minutes.

If you need more assistance, do not hesitate to contact me using the box at the right!


Click on the following images to view interactive tutorials for Simmons: Setting up your query

image of the Simmons Query tutorial


and for Simmons: Understanding your results.

image of the Simmons Understanding your results tutorial

In-class Handouts

Here is an instruction sheet used in class that you can use to practice your results interpretation.

You may notice the question option within Simmons for Experian's "Segmentation Solutions."  This is a highly detailed market-sector analysis that Experian has created, under the brand name Mosaic, by compiling data from dozens of sources.  It may be useful if you want to target a certain market segment.  

Business Librarian

Naomi Schemm's picture
Naomi Schemm
Andersen Library, room 2105A
Online office hours, JOIN MY WEBEX LINK ABOVE:
Mondays, 1:00-2:30 / Tuesdays, 9:30-11:00

Simmons User's Manual