MRI-Simmons

One of the leading syndicated consumer research and audience measurement providers in the U.S., deeply embedded in media planning and advertising workflows at major agencies and media companies.

MRI-Simmons is one of the most authoritative sources of consumer and audience intelligence in the United States, formed through the combination of MRI (Mediamark Research & Intelligence) and Simmons Research. The company conducts large-scale syndicated surveys of American consumers, capturing data on media consumption habits, product usage, brand preferences, attitudes, and lifestyles across thousands of categories. This data is used by advertisers, agencies, media companies, and publishers to understand audiences, plan and buy media, and develop targeted marketing strategies. The company's flagship Survey of the American Consumer is one of the largest and most comprehensive consumer surveys in the U.S., interviewing tens of thousands of adults annually. MRI-Simmons data is deeply embedded in the media planning workflow, with its audience profiles integrated into tools used by major agencies and media buyers to evaluate the reach and composition of audiences across TV, digital, print, radio, and other channels. Its data is also used for brand tracking, competitive intelligence, and consumer segmentation. MRI-Simmons occupies a foundational position in the advertising and media research ecosystem, serving major holding companies, independent agencies, media owners, and brand marketers. The company competes with other syndicated research providers and audience measurement firms, but its long heritage and the breadth of its survey data give it significant credibility and entrenchment across the industry. It is a subsidiary of Symphony Technology Group (STG).