Which solution is right for you?
Read on to see how we compare to GWI, and find out why 300+ agencies, 100+ brands, and 200+ media companies rely on MRI-Simmons daily.
About MRI-Simmons
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.
About GWI
GWI uses online surveys to generate brand health, content marketing, product development, market sizing, and pitching services. They have a large opt-in sample, with nearly 1 million total respondents worldwide to their various surveys around the world. Users running global campaigns or in need of larger sample sizes to justify their decision-making would find these features useful. As a non-probability sample data provider, the company can provide a reasonable snapshot of populations of interest, but such providers often fail to be nationally representative, and can have unpredictable bias.
How the two services compare
To provide a fair comparison, let's focus on MRI-Simmons USA vs. GWI's US-specific dataset.
| MRI-Simmons | GWI | |
|---|---|---|
| Annual Sample | 50,000 (single-source) | 80,000 (multi-source) |
| Sample Design | Probabilistic Address-based | Non-probability online convenience sample |
| Data Collection | Respondents randomly recruited to ensure national representation | Online-only opt-in surveys |
| Accreditations | 4 MRC accreditations | No industry accreditations |
| Sample ownership | Own the entire sample, including respondent-level data |
Relies on multiple online convenience panel samples fused into one dataset; no sample ownership |
| Activation | Activate targets directly throughout the campaign lifecycle | Relies upon partnerships for activation |
| Age of Respondents | 18+ in core study (respondents 6-17 available in Kids & Teens studies) |
16+ |
Why MRI-Simmons?
We believe that great solutions and insights start with the best measurement possible. Any comparison between consumer insights providers MUST begin with methodology. Widely considered to be the gold standard methodology by marketers and researchers alike, MRI-Simmons employs probabilistic and address-based sampling, which requires random recruitment of potential respondents for each study. When conducted across tens of thousands of respondents, this sampling methodology allows marketers to examine granular slices of the market without compromising the stability of insights. That methodology is the foundation for multiple MRC accreditations that make MRI-Simmons the top consumer insights provider in the US.Audited & Accredited
Trusted, accurate data that is privacy-compliant, audited annually by a third party. MRC accreditations for MRI-Simmons USA, Doublebase, Catalyst Platform and MEMRI.
Proven Methodology
Address-based probabilistic sampling allows marketers to examine granular slices of the market without compromising the stability of insights and avoids the bias inherent in online convenience panels.
Richer Psychographics
Nearly 1,000 impactful and predictive psychographic statements enables refined, in-depth analyses of consumer attitudes and motivations.
Multi-Cultural
Robust variables cover acculturation and identity, allowing distinct definitions of multicultural consumers.
Enrichment
Ability to layer over 60,000 attributes from MRI-Simmons USA onto the entire adult population (250M US adults) provides marketers with best-in-class data enrichment capabilities
Activation
Build custom audiences and activate them across all screens (linear addressable, CTV, digital, social, etc.) from within MRI-Simmons' Catalyst platform or via the data marketplace of your choice.
Want to learn more?
Fill out the form on this page and an account representative will get back to you soon.