Simmons To Consolidate National Consumer & Hispanic Studies.

Simmons Market Research Bureau announced the consolidation of its National Consumer and National Hispanic Studies beginning in 2003.

According to Simmons President Chris Wilson, “Beginning next year, Simmons’ two largest consumer studies, the National Consumer Survey and the National Hispanic Survey will be combined into a single study. Now, for the first time ever, a single nationwide Simmons survey will report the product purchase and media usage behavior of all American households, whether their primary language is English or Spanish. The consolidation of these previously separate studies will enable agencies, media and advertisers to make direct comparisons of the attitudes, lifestyles, psychographics and behavior of non-Hispanic, Spanish-primary Hispanic, and English-primary Hispanic Adults.”

Simmons Chairman/CEO Bill Engel added: “Our consolidation of studies into the National Consumer Study answered the call of advertisers who wanted to see the contribution of the American Hispanic consumer within the Simmons National Consumer Study. Simmons now provides its users unrivaled product and brand tracking within all American Households. The move to combine the Simmons Hispanic Study with the National Consumer Study is being undertaken so that cross-cultural comparisons can be made as well. Simmons 2003 truly becomes the Standard for Consumer Information — the largest database, and a uniform method for measuring every American Household.”

According to Tom Morrison, Simmons Vice President/Target Market Sales, “The 2003 Consolidated Simmons National Consumer Study facilitates detailed analyses of markets by culture and behaviors. Already, the National Consumer Study database is being used to test new product introductions in statistical models. The addition of the National Hispanic Study in 2003 will make the dream of cross-cultural marketing intelligence a reality.”