This page has links to just get you started. Read more about them if this is the first time you've used this type of data.

More help:

Once you're on the MRI-Simmons Catalyst platform, look in the upper-right corner for the " in a circle" icon:  that is where you will find the most current and comprehensive help documentation. 

You can also request a research appointment with a librarian!

Here's a video intro, which takes ~9 minutes to watch.  The 'What are they?!' box below has much the same introductory content if you prefer text.  The video also has a short demo of MRI-Simmons Catalyst .

Consumer survey datasets are huge surveys of consumers conducted by several major market research companies, which are not aimed at any one client.  Basically, 'one-size-tries-to-fit-all' market research ...  Here's some basic information about them:

• Conducted twice a year, spring and fall
• 40,000 to 50,000 respondents usually
• Focus on consumer products and consumer behavior

Methodology:

• Respondents keep diaries or logs for ~10 days about everything that they do, eat, read/watch, buy, etc.  This means all household members ... (Yes, they do get paid.)
• A fieldworker comes to the household and asks even more questions of the family, especially about demographics and lifestyle
• The survey results are then projected onto the annual Population Estimate Surveys from the Census Bureau (scroll down to get to them)

Types of variables collected:

• Demographics, lots of 'em!
• Product usage and preference
• Brand usage and preference
• Media usage and preference
• Psychographics, i.e. lifestyle preferences

Who uses/buys these datasets?

• Advertising agencies
• Big consumer product companies
• Major media companies

Once upon a time, it was published in print and it was called the National Consumer Study ... 

The MRI-Simmons software allows you to set up and create crosstabs as you please ... crosstab software is a very flexible and powerful software, but can require some time to learn.  

Limitations:

• 10 simultaneous users only.  If you're refused access, try again later. Please remember to log out, too, since the time-out period is a full two hours. 
• Academic libraries may only buy MRI-Simmons data that are at least two years old (depending on time of year, it can be three years old). The new dataset is usually uploaded in June.
• No data directly from minors: all respondents are 18 years or older. There is data about minors, but it is "as reported" by their parents/guardians. 
• Off-campus access REQUIRES the VPN.
• On-campus access on your own laptop and using university wifi: use the smaller link below the database title link! 

Advantages:

• Crosstab software module is a powerful, sophisticated software which allows you to create your own crosstabs. Once you're comfortable with it, be sure to include it on your resume/CV!  
• Psychographics, 'lifestyle'-type questions and variables.  Has data from several market segmentation systems and market research companies (which companies varies). Examples from the past include VALS (since the company behind VALS is defunct as of May 2024, this link goes to the Internet Archive), Equifax's Digital Targeting Segments (formerly IXI's Cohorts.com), Experian Mosaic, and other segmentation systems.