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Experian Simmons Case Studies
Read on to learn how Experian Simmons clients have used consumer research to strengthen their businesses.
New Business Development
- The Challenge:
Discover and define prospective users for a new brand entering the marketplace. Furthermore, evaluate the opportunity for that new brand to enter into the market and identify potential sources of business. - The Solution:
Utilizing the Simmons NCS, the company identified a core audience for the new product and learned what consumers found meaningful about the product. They then assessed the market share among both general market and Hispanic consumers. - Resolution and Results:
The company brought their product to the market in a way that highlighted its value to the target audience, created excitement and attracted the audience they were seeking.
Developing a Unique Marketing Communications Plan for a Specific Target Audience
- The Challenge:
Identify a brand's core audience group so that marketing communications programs can be customized appropriately, then identify the size of that audience nationally to determine whether there are enough of them to provide growth opportunities. - The Solution:
By identifying the distinctive attitudes, behaviors and lifestyles personified by the core audience group, Experian Simmons helped this brand discover a much larger customer and prospect universe from which to source business moving forward. - Resolution and Results:
The brand was able to position themselves more appropriately and define concept areas in relation to their target audience. Sales and household penetration increased as a result of this repositioning.
Marketing Communications Development
- The Challenge:
Communicate with current and prospective consumers who shop in similar stores to learn about their unique attitudes and shopping behaviors. Determine how to differentiate the brand appropriately and then create an actionable marketing strategy using customer segments defined by the custom research. - The Solution:
Experian Simmons re-created customer segments in the Simmons NCS to enable the client to apply consumer research to its proprietary marketing targets. This approach enabled the client to develop distinct marketing communications plans to reach its specific customers and prospects. - Resolution and Results:
The client identified marketing initiatives driven by their actual customer attitudes rather than basic demographic information, and also redefined their target markets. The client's customer segments, their behaviors, and their media preferences now drive their media planning strategy.
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