Skip to Main Content
ZSR Library

Market Research: Simmons Insights

This is a brief guide to the library databases that might be helpful to you preparing a marketing plan for your clients. Contact librarian Bob Hebert ( for individualized assistance with your research.

Using Simmons Insights

‚ÄčSimmons Insights Provides consumer demographic information for thousands of products, activities and attitudes.

One way to use Simmons is to create a demographic profile of consumers who use a certain product or service or engage in a certain consumer activity. Follow these steps to create a demographic profile.

  1. Select "Quick Reports" under the "Essentials" menu at the top of the screen.
  2. Start typing the name of a product, activity or brand in the search box and select a variable from the drop down menu.
  3. Click "Target" on the right side of the screen to add your variable to the "Target" box.
  4. Click the "Demographic Profile" icon and then click the "Run" arrow to the right of the Target button.
  5. The demographic profile will display in graphic format on the screen. Click the "export" button to download the data to Excel.
  6. Open the Excel file and use the tabs at the bottom of the spreadsheet to explore the data in more detail.


Subject Guide

Profile Photo
Summer Krstevska
251C Farrell Hall
Need help? Chat with us