Skip to Main Content

Simmons Insights: Overview

What is Simmons Insights?

A long-running, nationally-representative, large-scale (25,000 respondents) survey of all adults ages 18 and up in the contiguous United States. It is a standard tool used by a large majority of advertising and marketing professionals to learn about consumer preferences.

Quick Reports

  • Use out-of-the-box Quick Reports to create a demographic profile, lifestyle segmentation report, and various media usage reports.
  • Watch the tutorial video below to get started.

Credit: Chad Boeninger

Tips for Quick Reports

When searching:

  • To help you choose a target, use the drop-down menu to choose the area of your segmentation (food lifestyle, health, retail shopping, etc.).
  • For media use reports, you must switch the study to the Connect survey. 

When viewing reports:

  • This is a one-time snapshot only. It does not tell you how the consumers of your brand compare to non-consumers, or to the whole U.S. population. In order to do that, you must use a Crosstab.

Need More Help?

Profile Photo
Naomi Schemm


Because Simmons is nationally-representative, marketers and advertisers can use the data to make projections about the U.S. national consumer population. 

Our subscription

Academic subscriptions to Simmons Insights contain data that is 2-3 years out of date. This can be unfortunately limiting for very quickly-changing industries. 

But for many industries, it is not prohibitive, and you can still learn to be familiar with it when going into job interviews and your first job. 

screenshot of simmons logout button, in the top right corner of the page

Our subscription is limited to 35 seats at a time. When you are done using Simmons, go to the top right corner, under Southern Methodist University, and click Logout to free up your seat.

More Ways to Learn Simmons Insights