About

MRI-Simmons is the leading provider of insights on the American consumer. With transparency and methodological rigor as its foundation, MRI-Simmons makes consumer data smarter and empowers action from insights.

A trusted provider of consumer data for over 60 years, MRI-Simmons possesses one of the few probabilistic, privacy-compliant data sets that is widely used for consumer profiling, media planning, data enrichment, and activation. Powered by address-based probabilistic sampling, MRI-Simmons measures real people, chosen at random to represent the US population in all its variations. The result is a nationally representative and culturally diverse data set that provides the most accurate view of the American consumer.

Catalyst, the company’s consumer insights and activation engine, informs marketing strategy and streamlines the use of data to drive business results. Built on MRI-Simmons’ nationally representative consumer truth set, Catalyst provides marketers with a series of modules, from consumer profiling through digital and addressable activation, designed to enable a self-service experience with complete transparency.

Launched as a joint venture in 2019, MRI-Simmons is co-owned by GfK and SymphonyAI Group, with GfK as the majority partner.

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