By translating MRI‑Simmons’ nationally representative consumer research into modeled audiences, the collaboration helps marketers turn consumer motivations, attitudes, and behaviors into scalable, media‑ready audiences.
New York, NY — May 7, 2026 — MRI‑Simmons today announced an expanded partnership with Experian, a leading global data and technology company, to bring audience segments built from MRI‑Simmons’ nationally representative consumer research to Experian’s data marketplace. Through this collaboration, advertisers, agencies, and media owners can access audiences grounded in MRI‑Simmons’ consumer insights and activate them at scale via Experian’s platform and extensive distribution network.
Experian clients now have access to a wide selection of MRI‑Simmons audience segments that capture the motivations, attitudes, and behaviors influencing consumer choices. These segments are based on MRI‑Simmons’ national consumer study and scaled using Experian’s advanced modeling capabilities, applying research‑driven modeling to extend insights across broader audiences.
Marketers can activate these audiences through Experian Curated Deals, which combine data, identity, inventory, and intelligent optimization to improve advertising efficiency. This offering creates a seamless path from audience planning to activation by aligning MRI‑Simmons‑informed segments with the most relevant media environments.
“By expanding our collaboration with Experian, we’re enabling marketers to tap into richer insights and deliver more impactful campaigns,” said Joshua Pisano, General Manager of Global Media, NIQ and MRI‑Simmons. “Working alongside innovative partners like Experian allows us not only to extend access to high‑quality consumer insights from our products, but also to help shape the next generation of privacy‑first, data‑driven marketing.”
Beyond syndicated offerings, MRI‑Simmons also supports custom audience development for brands seeking more tailored targeting strategies. These custom segments can be made available within Experian’s data marketplace, giving marketers the ability to plan and activate campaigns through Experian’s trusted ecosystem of integrated platforms.
“Offering MRI‑Simmons’ research‑based audiences through our data marketplace helps brands move beyond surface‑level demographics to understand what truly drives consumer behavior,” said Jake Abraham, Head of Strategic Partnerships at Experian. “With Experian Curated Deals, marketers can easily translate these insights into action, activating the right audiences across channels through our integrated platform network.”
FAQs
How do MRI‑Simmons and Experian work together in this partnership?
MRI‑Simmons and Experian combine best‑in‑class consumer intelligence with advanced activation capabilities to help marketers move seamlessly from insight to impact. MRI‑Simmons delivers rich, survey‑based consumer research that uncovers motivations, attitudes, and behaviors, while Experian leverages its modeling expertise to convert those insights into scalable, privacy‑responsible audiences that can be activated across leading media platforms.
What role does MRI‑Simmons play versus Experian in developing and activating audiences?
MRI‑Simmons serves as the source of consumer intelligence, providing deep, research‑driven insights that shape how audiences are defined and understood. Experian is responsible for modeling those research‑based insights and operationalizing them within its ecosystem, enabling distribution across third‑party platforms for campaign activation. This clear separation of roles allows each organization to focus on its core strengths.
Are MRI‑Simmons consumer survey insights used directly for campaign activation?
No. MRI‑Simmons insights are not used directly for activation. Instead, MRI‑Simmons’ survey‑based research informs the strategic design and definition of audiences. Experian then uses these research‑derived inputs to build modeled audiences that are suitable for activation within its platform and partner environments.
How are MRI‑Simmons research insights transformed into addressable audiences for media activation?
MRI‑Simmons provides foundational consumer insights drawn from robust, nationally representative research. Experian applies advanced analytics and modeling techniques to translate these insights into scalable audience segments. These modeled audiences are then made available through Experian’s partner network, enabling marketers to reach consumers in ways that reflect real‑world attitudes and behaviors uncovered by MRI‑Simmons research.
What benefits do marketers gain from combining MRI‑Simmons consumer insights with Experian’s modeling and activation capabilities?
Marketers benefit from the ability to unite deep human understanding with real‑world scale. MRI‑Simmons offers trusted insight into why consumers think and behave the way they do, while Experian brings those insights to life through modeled audiences that can be activated across the media ecosystem. The result is more informed planning, more relevant targeting, and campaigns that connect more effectively with consumers—without compromising privacy or role clarity.
About MRI‑Simmons
MRI‑Simmons, a joint venture majority‑owned by NIQ, is a leading authority on the American consumer. With more than 60 years of experience in consumer insights, MRI‑Simmons offers one of the few data sets broadly relied upon across the media ecosystem for consumer profiling, media planning, audience research, and insight‑driven audience development. Leveraging address‑based probabilistic sampling, MRI‑Simmons surveys real individuals selected at random to accurately represent the full diversity of the U.S. population—delivering one of the most precise and comprehensive views of the American consumer available today.
To learn more, visit www.mrisimmons.com
About Experian
Experian is a global data and technology company that creates opportunities for people and businesses worldwide. Through a powerful combination of data, analytics, and software, Experian helps to reimagine lending practices, detect and prevent fraud, simplify healthcare processes, deliver effective digital marketing solutions, and generate deeper insights into the automotive market. The company also supports millions of individuals in achieving their financial goals while saving time and money.
Experian operates across a wide range of markets, including financial services, healthcare, automotive, agrifinance, insurance, and numerous other industry sectors.
Committed to innovation, Experian invests in talented people and advanced technologies to unlock the full potential of data. A FTSE 100 company listed on the London Stock Exchange (EXPN), Experian employs approximately 25,200 people across 33 countries. Its global headquarters are located in Dublin, Ireland. Learn more at experianplc.com.
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