New offering facilitates the discovery of high-quality audiences that reduce waste and drive marketing campaign performance

NEW YORK, October 7, 2024 – MRI-Simmons, a GfK NIQ co-owned company and the leading provider of insights on the American consumer, today announced the launch of Consumer Canvas, a new data enrichment solution that helps marketers improve the quality and utility of first-party data. Created in partnership with leading identity providers, the new solution helps marketers unlock brand insights, facilitate audience discovery, and drive activations that improve marketing ROI. MRI-Simmons will also join a panel discussion on “Identity Resolution in the Advanced TV Marketplace” on Tuesday, October 8th, 3.00 PM ET at CIMM Summit, a key industry event that will run concurrently with Advertising Week New York 2024.

Consumer Canvas is built on MRI-Simmons’ core study, MRI-Simmons USA. With a probabilistic sampling methodology and single-source data collection from 50,000 respondents each year, MRI-Simmons USA is the industry’s leading source of consumer intelligence, providing brands, agencies and media partners with the most accurate, comprehensive, and nationally representative view of Americans.

To build Consumer Canvas, MRI-Simmons partnered with multiple identity providers to deterministically match respondents of the MRI-Simmons USA study to national consumer files. Based on that match, over 60,000 attributes from MRI-Simmons are scored onto ~250M US adults, creating an identity spine that is weighted and balanced to ensure parts of the population often under-represented in big data are accounted for. That identity spine powers the Consumer Canvas dataset, which marketers can use to quickly enrich first-party data, facilitating audience discovery and activation of custom audiences across media.

“In today’s media environment, marketers face a variety of challenges that threaten to make their efforts more difficult and less profitable, including the reliability of their data. A fragmented media landscape, evolving legal and privacy regulations and the rise of walled gardens have limited consumer data signals, making it harder to get a holistic view of audiences. With the launch of Consumer Canvas, marketers can enrich first-party data sets to bolster their understanding of consumers and create advanced audiences to be leveraged across the full lifecycle of a campaign, ultimately increasing return on ad spend and decreasing media waste.”

— Paul Shortley, Head of Commercial at MRI-Simmons.

Among its many benefits, Consumer Canvas will help marketers: 

• Identify and correct skews in first-party data to provide representative balance.
• Enrich first-party data to uncover strategic insights into existing customers, high-value prospects, and new cohorts. 
• Discover and scale custom audiences for cross-platform campaign activation.
• Track and trend target personas over time

About MRI-Simmons

MRI-Simmons is the leading provider of insights on the American consumer. With transparency and methodological rigor at its foundation, MRI-Simmons makes consumer data smarter and empowers action from insights. A leader in consumer insights for over 60 years, MRI-Simmons possesses one of the few single-source, privacy-compliant data sets that is widely used for consumer profiling, media planning, data enrichment, and activation. Powered by address-based probabilistic sampling, MRI-Simmons measures real people, chosen at random to represent the US population in all its variations. The result is a nationally representative and culturally diverse data set that provides the most accurate view of the American consumer.

Catalyst, the company’s consumer insights and activation engine, informs marketing strategy and streamlines the use of data to drive business results. Built on MRI-Simmons’ nationally representative consumer truth set, Catalyst provides marketers with a series of modules, from consumer profiling through digital and addressable activation, designed to enable a self-service experience with complete transparency.

Launched as a joint venture in 2019, MRI-Simmons is co-owned by GfK and SymphonyAI Group, with GfK as the majority partner. In 2023, GfK combined with NIQ, bringing together two industry leaders with unparalleled global reach. To learn more, visit mrisimmons.com.

GfK – a NielsenIQ company 

For 90 years, we have earned the trust of our clients around the world by solving critical questions in their decision-making process. We fuel their growth by providing a complete understanding of their consumers’ buying behavior, and the dynamics impacting their markets, brands and media trends. In 2023, GfK combined with NielsenIQ, bringing together two industry leaders with unparalleled global reach. With a holistic retail read and the most comprehensive consumer insights – delivered with advanced analytics through state-of-the-art platforms – GfK drives “Growth from Knowledge”. To learn more, visit www.niq.com

Media Contact

Matt Cumello

VP, Head of Marketing
press.ms@mrisimmons.com