Continuous Fieldwork, Quarterly Reports for Simmons' NCS

Simmons Research has announced two enhancements to its National Consumer Study (NCS): the extension of its data collection operation from nine months to a continuous 12-month period, and an increased frequency of publication from twice yearly to quarterly.

Simmons, which became part of Experian's Research Services division following acquisition in October 2004, says the change to continuous measurement will improve the assessment of those consumer behaviors in which seasonality plays a significant role. The changes affect all studies produced from Simmons core NCS including the NCS Six-Month and Full-Year Adult and Household Studies, as well as the Kids and Teens Study. The first studies to benefit from continuous measurement will be the Spring 2007 NCS Studies.

The NCS provides information on the usage behavior of American adult consumers for all major media, more than 450 product categories and over 8,000 brands.

Chris Wilson, President of Experian Research Services, says the developments are 'a result of listening to the needs and wants of our clients' and will allow them to identify emerging consumer trends more quickly.

Client Susan Nathan, SVP, Director of Media Knowledge for Universal McCann, welcomes the upgrade: 'Since media campaigns often need to be analyzed, based on the latest consumer trends, the ability to have access to the most up-to-date insights is key in this rapidly changing media world.'

Web sites are at www.smrb.com and www.experian.com.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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