Our Approach


Our Approach


At its core, Simmons Research is a Measurement Sciences company. We believe that anything can be measured effectively with the right measurement science. Measurement science is the juxtaposition of measurement technology and measurement methodology. We apply measurement science to help brands and content owners know their consumers and gain a deep understanding of their consumer profiles.


At Simmons Research, we believe that great solutions and insights start with the best measurement possible. We use a measurement science approach – the intersection of measurement technology and measurement methodology – and challenge the notion that we need to create the data needed to answer today’s consumer marketing media questions. Our experience and expertise defines when we need to collect data using any number of collection methodologies and technologies, from traditional surveys to passive detection. We also recognize that numerous data sources exist, such as the enormous amount of online revealed information about what people do, what they think, and what they say, we know that they were often not intended for high quality consumer and media measurement, so they definitely do not have all the answers we seek, nor are they of sufficient quality. The better answer is taking the best of both worlds.


We use a gold standard survey called the National Consumer Survey (NCS) to measure consumer Demographics, Attitudes, Psychographics, Intent etc. We link this rich data with unique datasets such as passively measured user behaviors, data collected in the wild, first-party data using rich calibration metrics from our cross-device passive measurement panel, Simmons Connect.


We partner with our customers and provide comprehensive consumer insights that are actionable via our syndicated / custom offerings, longitudinal / cross-sectional studies and passive / active measurement techniques. We help in knowing the unknown, the why over the what!