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Simmons OneView Guide: What is Simmons OneView?

A guide to Simmons OneView, based largely on the "Simmons OneView Basic Guide" created by Breezy Silver at the Michigan State University Libraries

What is Simmons OneView?


What is Simmons OneView?

Simmons OneView provides access to U.S. adult consumer data on product and brand usage, spending behavior, media habits, and more. It can be used to create customized reports analyzing the demographic and psychographic characteristics of product users and their media behavior. The data comes from the Simmons National Consumer Study (NCS), which is sent out to samples of the U.S. population several times a year. The MacPhaidin Library's subscription provides access to the Simmons National Hispanic Consumer Study (NHCS), which includes the same data as the NCS but asks additional questions of Hispanics, and SimmonsLOCAL, which reports the same data for 209 local Demographic Market Areas (DMAs) down to zip code level. Both data sets are for Fall 2012.

Simmons OneView can only be used on campus. Only 5 users are allowed at a time. Use any hyperlinked "Simmons OneView" to access the product. Simmons OneView is also available via the Databases page and various Business and Marketing guides.


What is the data used for?

The reports you can generate are helpful for:

  • marketing strategy – to determine the target consumer group for a product (i.e. what age group is purchasing Wrangler jeans)
  • advertising decisions – to study what media may reach a particular target group, (i.e. what magazines do females who own Gap jeans read), and
  • statistics and data – to determine how many people in the sample read X. Who are they? How many people in the sample have habit Y? Who are they?

(*The most recent data available is from fall 2012, so newer products will not be available. Children under 18 and international consumers are not included in the survey data.)


Printable Guide

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