MRI‑Simmons and Experian Expand Collaboration to Bring Research‑Based Audiences to Experian’s Data Marketplace

By translating MRI‑Simmons’ nationally representative consumer research into modeled audiences, the collaboration helps marketers turn consumer motivations, attitudes, and behaviors into scalable, media‑ready audiences.

Today, MRI‑Simmons announced an expanded collaboration with Experian, a leading global data and technology company, to make audience segments derived from MRI‑Simmons’ nationally representative consumer research available through Experian’s data marketplace. The collaboration enables advertisers, agencies, and media owners to access audiences informed by MRI‑Simmons’ consumer research, then activate those audiences at scale through Experian’s platform and distribution network.

Experian customers can now select from a broad range of MRI-Simmons audience segments that reflect the motivations, attitudes, and behaviors shaping consumer decisions. Grounded in research from MRI-Simmons’ national consumer study and enabled by Experian’s modeling engine, these segments use research‑based modeling to scale insights for broader audience reach.

"By joining forces with innovative partners like Experian, we’re not just delivering access to high quality consumer insights derived from our products, we’re innovating the future of privacy-first, data-driven marketing."

Joshua Pisano, General Manager of Global Media, NIQ and MRI‑Simmons

Marketers can activate these audiences through Experian Curated Deals, which integrate data, identity, inventory, and intelligent optimization to drive advertising efficiency. This gives marketers a streamlined path from audience planning to activation by aligning audience segments informed by MRI‑Simmons’ insights with suitable media.

“Our expanded collaboration with Experian is empowering marketers to unlock deeper insights and create breakthrough campaigns", said Joshua Pisano, General Manager of Global Media, NIQ and MRI-Simmons. "By joining forces with innovative partners like Experian, we’re not just delivering access to high quality consumer insights derived from our products, we’re innovating the future of privacy-first, data-driven marketing.”

Research-backed audiences can now move seamlessly from insight to activation without losing the depth, rigor, or representativeness of national consumer research.

In addition to syndicated segments, MRI‑Simmons provides custom audience development for brands seeking more specialized targeting. Custom segments can be made available in Experian’s data marketplace, empowering marketers to plan and activate campaigns through Experian’s trusted network of integrated platforms.

“Making MRI‑Simmons’ research‑based audiences available through our data marketplace enables brands to understand their audiences on a deeper level, not just who they are, but what drives their decisions,” said Jake Abraham, Head of Strategic Partnerships at Experian. “With our Curated Deals, marketers can seamlessly turn these insights into action, activating the right audiences across channels through our integrated platform network.”

"Making MRI‑Simmons’ research‑based audiences available through our data marketplace enables brands to understand their audiences on a deeper level, not just who they are, but what drives their decisions.”

Jake Abraham, Head of Strategic Partnerships at Experian

1How do MRI‑Simmons and Experian work together in this partnership?

MRI‑Simmons and Experian bring together best‑in‑class consumer understanding and advanced activation capabilities to help marketers move seamlessly from insight to impact. MRI‑Simmons provides rich, survey‑based consumer insights that reveal motivations, attitudes, and behaviors, while Experian applies its modeling expertise to translate those insights into scalable, privacy‑responsible audiences that can be activated across leading media platforms.

2What role does MRI‑Simmons play versus Experian in developing and activating audiences?

MRI‑Simmons serves as the source of consumer intelligence, delivering deep, research‑driven insights that inform how audiences are defined and understood. Experian is responsible for modeling those research‑based insights and operationalizing them within its ecosystem, enabling distribution to third‑party platforms for campaign activation. This clear division ensures each company focuses on its core strengths.

3Are MRI‑Simmons consumer survey insights used directly for campaign activation?

No. MRI‑Simmons insights are not used directly for activation. Instead, MRI‑Simmons’ survey‑based research informs the strategic design and definition of audiences. Experian then uses those research‑derived insights as inputs to create modeled audiences that are suitable for activation within its platform and partner environments.

4How are MRI‑Simmons research insights transformed into addressable audiences for media activation?

MRI‑Simmons provides foundational consumer insights based on robust, nationally representative research. Experian applies advanced analytics and modeling techniques to translate those insights into scalable audience segments. These modeled audiences are then made available through Experian’s partner network, allowing marketers to reach consumers in a way that reflects real‑world attitudes and behaviors uncovered by MRI‑Simmons research.

5What benefits do marketers gain from combining MRI‑Simmons consumer insights with Experian’s modeling and activation capabilities?

Marketers gain the ability to pair deep human understanding with real‑world scale. MRI‑Simmons delivers trusted insight into why consumers think and behave the way they do, while Experian brings those insights to life through modeled audiences that can be activated across the media ecosystem. The result is more informed planning, more relevant targeting, and campaigns that better connect with consumers—without compromising privacy or role clarity.

About Experian

Experian is a global data and technology company, powering opportunities for people and businesses around the world. We help to redefine lending practices, uncover and prevent fraud, simplify healthcare, deliver digital marketing solutions, and gain deeper insights into the automotive market, all using our unique combination of data, analytics and software. We also assist millions of people to realise their financial goals and help them to save time and money.

We operate across a range of markets, from financial services to healthcare, automotive, agrifinance, insurance, and many more industry segments.

We invest in talented people and new advanced technologies to unlock the power of data and to innovate. A FTSE 100 Index company listed on the London Stock Exchange (EXPN), we have a team of 25,200 people across 33 countries. Our corporate headquarters are in Dublin, Ireland. Learn more at experianplc.com.

About MRI‑Simmons

MRI‑Simmons, a joint venture majority‑owned by NIQ (NYSE: NIQ), is the leading provider of insights on the American consumer. A leader in consumer insights for over 60 years, MRI‑Simmons possesses one of the few data sets widely used across the media ecosystem for consumer profiling, media planning, audience research, and insight‑driven audience development. Powered by address‑based probabilistic sampling, MRI‑Simmons measures real people, chosen at random, to represent the U.S. population in all its diversity—resulting in the most accurate view of the American consumer.