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Ohio University

JOUR 3400: Strategic Communication Theory and Research

Resources to build consumer profiles

Simmons

Simmons Insights is a powerful source for consumer and demographic information. Unlike other databases that offer analysis and data that has already been organized, Simmons let you build custom cross-tabs of data so you can find information on specific groups of consumers. 

Here's an example of using Simmons to find demographics of people who go drink a particular kind of juice. 

The most recent data you will find in Simmons is three years old. 


This video demonstrates how to create a Simmons Insights Demographic Profile for organic food or better-for-you food consumers. In this example, we look at consumers who drink a vegetable juice brand the most.

Tips of Using Simmons

Business Librarian Chad Boeninger offers some very helpful tips for using Simmons: