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Syracuse University Libraries

ADV 206: Advertising Practice in a Diverse Society (Spring 2021)

A library research starting points guide for students enrolled in ADV 206

MRI-Simmons Insights

A specific set of Simmons data available here called "Simmons Connect" provides metrics of reach, time spent and activity involving consumer interaction with online and mobile technologies.

Some additional notes regarding the Simmons database:

  • The SU Libraries subscription has a fifty (50) simultaneous user limit.
  • SU  NETID login is required to access this content (especially for access from off-campus locations).
  • If when clicking into the database, you receive a compromised webpage security message, click your way thru that by clicking “yes.”..and/or “add exception” – depending on the message you see.

Downtimes:  Simmons software upgrades occur on Wednesdays - 9 PM ET - access restored as soon as possible, but Simmons reserves right to keep the system offline until 6 a.m. ET the following Thursday morning; System maintenance is also performed the first Saturday of each month between 10 a.m. and 3 p.m. ET.

  • In addition to help appearing on this SU Libraries subject guide, Simmons questions can also be directed to Public Communications Subject Librarian, Michael Pasqualoni (315) 443-3715

Simmons Training

See below for a link to a 61 page Simmons Insights User Guide PDF and a 31 page Composer User Guide PDF

The new (as of 2021) user friendly search option called "Composer" supplements existing options for exploring Simmons data known as the Smart Search and the Dictionary Search.   Also new in 2021 at SU is access on the Simmons platform to the data visualizations tool called "Brand Catalyst."  Brand Catalyst supports creation of personas where those consumer behaviors and preferences can be compared and predicted.

please note: 

  • The user guidance is current as of 2020-2021
  • Ignore references in the guides to use of personal usernames and passwords, not applicable to the access available via SU Libraries
  • Ignore references to features and tools not part of SU's institution wide academic subscription at this time (such as, Sales Catalyst, SimmonsLocal, Data Haul, or Edge) || Some are unavailable because of subscription expense/others unavailable because institutional licensing for that tool or data set is not offered to colleges and universities

Video Tutorials- Searching Simmons Insights

Brief introduction to Simmons Insights (5 mins)

Detailed Introduction to Simmons Insights (29 mins)

Citing Simmons

This example assumes one has retrieved data or otherwise built a cross-tabulation using Simmons' adult survey (NHCS)

  • MRI-Simmons (2017).  Spring 2017 NHCS Adult Study 12 Month [Data File].  Retrieved from Simmons Insights Database.

*Edit your citation accordingly to indicate the survey year one has actually used and/or to reflect instances when the data or cross tabulation comes from a survey (i.e., study) within Simmons of those other than adults (such as the “Simmons Connect” studies).  For example:

  • MRI-Simmons (2017).  Spring 2017 Simmons Connect Study [Data File]. Retrieved from Simmons Insights Database.