Experian acquires Simmons Research

Source: Experian

Experian, a global information solutions company, today announced it has acquired Simmons Research. Simmons is a leading provider of syndicated research information on what American consumers buy, where they shop, their attitudes and lifestyles and the media channels they use.

This information is collected directly from more than 30,000 individuals who complete surveys about what brands they buy, what media they use and which Internet sites they visit. Simmons is the leading information survey used by media companies, advertising agencies and marketers to target marketing offers to the most appropriate consumer through the most appropriate media vehicle.

Since 1950, Simmons' consumer information has helped bring more goods and services to market than any other research firm in North America. Simmons' National Consumer Study, which is released twice per year, provides an in-depth, statistically reliable view of the American consumer. Simmons' National Consumer Study consists of 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. The information enables marketers to advertise their products through the media vehicle most likely to generate the best response.

For the first time, the combination of Experian and Simmons data provides a unique bridge for modelling consumer behaviour from Simmons surveys to virtually the entire US population through Experian's consumer databases. As a result, clients can now apply the proven techniques and principles of direct and database marketing to mass media.

"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," says Deborah Zuccarini, president, Experian Marketing Services. "By combining our resources, we bring about a revolution in marketing precision. Clients will have the actionable consumer information they need to understand customers in a common context regardless of which media they're using."

"The combination of Simmons and Experian allows us to link our respective consumer marketing capabilities to offer our clients a much broader range of communications solutions, from contact strategies to customer and prospect databases," adds 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."

"With its information, advanced data management and analytic solutions, Experian serves more than 90 percent of Fortune 500 companies," comments Bill Livek, Co-CEO of Simmons. "Simmons’ consumer preference data, combined with Experian's information assets, is the key to total consumer insight. The Experian environment of unsurpassed consumer information and database management solutions is an ideal match for us."

In a recent article by Inside Research, Simmons ranked as the second fastest growing, privately held research company in America over the past five years. The acquisition is consistent with Experian's global strategy of acquiring complementary businesses that provide new products, new data or entry into new vertical or regional markets, while leveraging the core assets of Experian.

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