Empowering Action From Insights

MRI-Simmons is the leading provider of insights on the American consumer. With transparency and methodological rigor at 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 single-source, privacy-forward 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 marketers with the most accurate view of the American consumer.

MRI-Simmons is co-owned by GfK and SymphonyAI Group, with GfK as the majority partner.

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