Behaviorgraphics Launch from SMRB

Simmons Market Research Bureau in the US has recently introduced Simmons Behaviorgraphics a proprietary data integration technique that links data from the Simmons National Consumer Study with Nielsen Media Research's National People Meter database using segments based on similarity of viewing behaviours in the two databases.

Simmons Behaviorgraphics enables users to analyse and rank Nielsen Media Research viewing data based on demographic categories formed from Simmons' 460+ demographic, psychographic, and lifestyle categories, and over 7,000 brands. Behaviorgraphics is being made available to Nielsen Media Research and Simmons subscribers through Nielsen Media Research's NPOWER software system and other data analysis software.

'Simmons is focused on delivering research products that add measurable value to our clients' bottom line' said Simmons President Chris Wilson, 'and our increased relationship with Nielsen and development of Behaviorgraphics underscores this value. Simmons Behaviorgraphics provides valuable insights beyond basic demographics. Broadcasters can use Behaviorgraphics to determine the attitudes and lifestyles of their most important current and potential audience segments, while finding new sales stories at the advertiser and brand level. Behaviorgraphics makes it easy for agencies to value television programmes based on truest driver of advertising ROI: behaviour. Behaviorgraphics bridges the gap between planning and buying, and represents a exciting new way to identify programs that efficiently and effectively deliver great value to the advertiser. In the past, the industry had to use one service to understand or demonstrate quality and another to demonstrate size. Behaviorgraphics blends the two, using Nielsen as the transactional currency and Simmons as the consumer currency.'

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

• Simmons Market Research Bureau
• All news