Database Tutorial: MRI-Simmons: Home
What is MRI-Simmons
MRI-Simmons is "the leading provider of insights on the American consumer. With thousands of attitudinal and behavioral data points, gathered through ongoing surveys and passive measurement, MRI-Simmons empowers advertisers, agencies, and media companies with deeper insights into the 'why' behind consumer behavior."
- MRI-Simmons
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Demographics, psychographics, and media usage of U.S. adult consumers. Allows 5 simultaneous users.
MRI-Simmons provides different "studies" with different datasets:
- MRI-Simmons USA: demographics, purchase behaviors, lifestyles, psychographics (attitudes, perceptions, preferences, etc.), and media usage for US adult (18+) consumers.
- Connect: MRI-Simmons USA plus additional data on consumer digital behaviors (e.g., time spent with media devices).
- Local (Portland OR): demographics, purchase behaviors, lifestyles, psychographics (attitudes, perceptions, preferences, etc.), and media usage for consumers in the Portland, OR area. ** Certain variables are NOT available in the Local study (only in the national study).
Training Video & User Guides
- READ THIS FIRST!If you have never used this database, read this first!
- Video tutorial on using Catalyst (or 2.0, the new platform)A 48 minute training video on using Catalyst. Training on "Creating Crosstab" starts at the 06:17 timestamp. Training on "Creating Quick Report" starts at the 35:48 timestamp.
- How to Interpret Quick Reports Data (Insights/1.0)Insights (or 1.0) is the old platform. Data interpretations are very similar.
Subject Librarian
Kerry Wu
Email: wuq@pdx.edu
Office hours by appointment