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What marketers are saying about Custom Survey Integrations:
"If your brand needs to innovate, Custom Survey Integrations can play an invaluable role by delivering timely insights that help marketers quickly assess what’s driving consumer sentiment, preferences, and behavior. Through the seamless integration of a marketer's proprietary research with MRI-Simmons' USA survey, Custom Survey Integrations create a single, comprehensive view of the consumer landscape, providing marketers with highly actionable insights that can be used for product, brand and media strategies.”
- Dan Sutton, Founder, Roundpeg Consulting
Consumer Segmentation & Device Protection Drivers
Ongoing consumer intelligence uncovered the motivations behind technology protection decisions.
The Client Situation
A technology protection brand wanted deeper insight into the evolving needs, attitudes, and behaviors of consumers across device protection, subscriptions, gaming, and connected technology. Existing research provided directional signals, but stakeholders needed a richer understanding of what was driving adoption, purchase decisions, and long-term engagement.
The CSI Approach & What It Revealed
Using MRI-Simmons CSI, the company integrated custom survey questions into the broader MRI-Simmons dataset, allowing responses to be analyzed alongside demographics, lifestyles, media habits, and consumer attitudes. The research revealed distinct audience segments with different motivations, shopping behaviors, and technology priorities. It also uncovered key differences in how consumers evaluated protection plans, subscriptions, and the value of technology-related services.
The Takeaway
CSI transformed standalone survey results into a connected view of the consumer, helping the brand strengthen segmentation, improve stakeholder storytelling, and make more informed product and marketing decisions.
Audience Validation Before Launch
Consumer insights reduced uncertainty and strengthened launch planning.
The Client Situation
Before launching a connected fitness offering, a fitness brand wanted to understand whether consumers would embrace the concept and which audiences were most likely to adopt it. The company needed confidence that its marketing investment and go-to-market strategy were aligned with real consumer demand.
The CSI Approach & What It Revealed
Using MRI-Simmons CSI, the brand integrated custom survey questions into the MRI-Simmons dataset and analyzed fitness behaviors, lifestyle characteristics, media consumption, purchase intent, and consumer motivations. The research identified the audience segments most likely to engage with the product and revealed the factors that drove interest in at-home fitness experiences.
The Takeaway
CSI helped validate market demand before launch, identify high-potential audience segments, and strengthen media and activation planning. The result was a more confident launch strategy with reduced risk and a clearer understanding of where future growth opportunities existed.
Correcting Audience Assumptions
The brand's highest-value audience turned out to be very different than expected.
The Client Situation
A pet insurance company believed families with children represented its core customer base. Marketing investments, audience targeting, and messaging strategies were built around that assumption, creating the risk of inefficient spending and missed opportunities with more valuable consumer segments.
The CSI Approach & What It Revealed
Using MRI-Simmons CSI, the brand fielded custom questions and connected the findings to demographic, behavioral, and attitudinal data. The analysis revealed that the strongest audience opportunity was not families with children, but urban, single consumers, male-skewing households, and couples without children. The research also identified different motivations for purchasing coverage and distinct media consumption patterns across these segments.
The Takeaway
CSI challenged long-held assumptions and helped the company redefine its target audience, refine its positioning, and redirect media investments toward higher-performing consumers—avoiding significant budget waste and improving marketing efficiency.
Drivers of Program Engagement & Commerce Opportunities
Audience engagement insights helped shape future monetization strategies.
The Client Situation
Following a major sports rights acquisition, a streaming platform wanted to understand the broader value of the content beyond viewership alone. The company needed to evaluate whether the audience could drive subscriber growth, increase advertising effectiveness, and create new commerce and sponsorship opportunities.
The CSI Approach & What It Revealed
Through MRI-Simmons CSI, the platform explored viewer engagement, co-viewing behaviors, advertising perceptions, and interest in interactive experiences. By integrating survey responses with a broader consumer dataset, the research provided a deeper understanding of fan behaviors and purchase intent. Findings showed that viewers represented a highly engaged audience and demonstrated meaningful interest in interactive advertising and shoppable viewing experiences.
The Takeaway
CSI validated the sports property as a premium advertising environment, confirmed its potential to support subscriber growth and retention, and provided actionable insights to inform future commerce, sponsorship, and monetization initiatives.