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SimplyAnalytics: About the Data

A guide on how to use SimplyAnalytics

Available Data

The EASI® Standard Package incorporates the following data:

  • Demographic Estimates and Projections
  • Community Demographics
  • Year 2000 & 2010 Decennial Census
  • American Community Survey
  • Consumer Price Index Variables
  • General Employment (by Place of Work)
  • General & Detailed Establishments (by Place of Work)
  • General & Detailed Establishments Total Annual Payroll
  • Detailed Consumer Expenditure Variables
  • Ancestry Tabulations
  • NOAA Weather Data
  • Uniform Crime Reporting Data
  • COVID-19 Data Variables (updated daily)   

EASI® Mediamark Research (MRI) produces current estimates of usage and consumption (propensity) for thousands of very specific and detailed products, including actual brand data, details of frequency of usage, and more.  Our data provider EASI® (Easy Analytic Software, Inc) annually prepares estimates for about 3,000+ MRI categories of propensities using their updated demographic estimates.  EASI's models use their own Block Group demographic estimates to update these potential results (propensity to buy, expenditures, etc.)

EASI® Mediamark Research Inc. (MRI) Propensity Data incorporates the following data:

  • EASI/MRI Automotive  
  • EASI/MRI Beverages  
  • EASI/MRI Sports
  • EASI/MRI Ailments, Remedies
  • EASI/MRI Apparel
  • EASI/MRI Appliances
  • EASI/MRI Attitudes/Lifestyles
  • EASI/MRI Baby
  • EASI/MRI Computers
  • EASI/MRI Electronics
  • EASI/MRI Family Restaurants
  • EASI/MRI Fast Food
  • EASI/MRI Financial
  • EASI/MRI Grocery
  • EASI/MRI Insurance
  • EASI/MRI Internet
  • EASI/MRI Leisure
  • EASI/MRI Media
  • EASI/MRI Personal Care
  • EASI/MRI Pets
  • EASI/MRI Purchasing
  • EASI/MRI Telephony
  • EASI/MRI Travel
  • EASI/MRI Video

EASI® Life Stage Clusters are a neighborhood classification system based on the crucial factors (84 Possible Life Stages based upon: Age of  Head of Households; Marital Status; and Household Income) that determine life's key decisions.  A primary goal of the EASI development effort has been the creation of a cluster system based on a Life Stage model using multi-variable statistical analysis.  

EASI® Life Stage Clusters incorporate the following data:

Age of Head of Household

  • Very Young (Under 25 Yrs)
  • Young (25 to 34 Yrs)
  • Middle Age (35 to 44 Yrs)
  • Late Middle Age (45 to 54 Yrs)
  • Nearly Senior (55 to 64 Yrs)
  • Senior (65 to 74 Yrs)
  • Oldest (75 Plus Yrs)

Marital Status

  • Married with Children
  • Single Parent with Children
  • Married No Children
  • Non-Family (& Unrelated Individuals)

Income Level

  • Lower Income
  • Moderate Income
  • Higher Income

Simmons National Consumer Study (NCS) brings consumer targets to life with vivid and complete profiles, including lifestyles, attitudes, brand preferences and media use. The high quality, nationally representative study is the result of a comprehensive, continuously fielded survey of approximately 25,000 U.S. adults, including over 7,500 English- and Spanish-speaking Hispanics.

Cross-tabulation is one of the most useful analytical tools of the market research industry and it provides a wealth of information about the relationship between variables. It allows users to explore U.S. buying habits based on demographics, psychographics, media preferences and other criteria at the national level.

SimmonsLOCAL is a powerful targeting and profiling system that provides insights into consumer behavior for all of America's 210 media markets on a local level with 60,000+ data variables, including over 450 categories and 8,000 specific brands.  From the products we buy, to the brands we prefer, our attitudes and lifestyles, SimmonsLOCAL reports on the unique nuances of every market.  Enjoy the ability to analyze data by State, County, City/Place, ZIP code, Census Tracts, Block Groups, or even custom area.

The Simmons NCS Package and SimmonsLOCAL covers hundreds of categories under general topics including but not limited to:

  • Lifestyle (Demographics & Statements)
  • Hispanics Only (Special Demographics & Media)
  • Computers/Internet
  • Media
  • Entertainment/Leisure
  • Travel
  • Food (Baking, Condiments, Dairy, Frozen, General, Meat & Snacks/Deserts)
  • Beverages (Alcoholic & Non-Alcoholic)   
  • Daily Activity
  • Dining
  • Apparel
  • Shopping
  • Health & Beauty Aids
  • Medicine/Drugs/Ailments
  • Tobacco
  • Telecom
  • Financial Services
  • Household Products
  • Cleaning Products
  • Pets & Pet Food
  • Home Improvements
  • Home Furnishings & Appliances
  • Lawn & Garden
  • Electronics
  • Automotive

Scarborough, now a Nielsen service, surveys more than 210,000 people across the country to capture local consumer trends from over 140 large and mid-tier markets. Nielsen Scarborough measurement tactics include phone interviews, survey booklets, television diaries and internet surveys.  With seemingly endless details about local consumer shopping habits and media preferences; technology adoption and social media usage; demographics, voting patterns and more; Nielsen Scarborough local insight measurements go well below the surface of a specific consumer audience to reveal what matters most to them. And because Scarborough focuses on the locals, these insights reflect retail, restaurant, grocery, and other brands present in the consumer’s city. Enjoy the ability to analyze data by Metro area, County, City, ZIP Code, Census Tract and Block Group.  

The Nielsen Scarborough Data Package covers hundreds of categories under general topics including but not limited to:

  • Activities/travel
  • Automotive
  • Banking/financial
  • Beverages
  • Electricity Providers
  • Environment
  • Grocery shopping/food products
  • Health care/Health services
  • Internet use/Computers
  • Items in the home
  • Leisuire Activities
  • Media
  • Outdoor/Out-of-Home
  • Publications
  • Restaurants
  • Retail Shopping
  • Television/radio
  • Voting
  • Wireless/Cell phones

D&B (Dun & Bradstreet): Access profiles on over 5.5 million U.S. points-of-interest provided by D&B, the world's leading source of commercial information and insight on businesses.  Add business points to your map to find the best place to locate your business, manage the competition, or identify services.  Also export the data to a spreadsheet for additional functionality.

The D&B Points-Of-Interest file offers the following fields of data:

  • DUNS Number
  • Legal Name
  • Company Name  
  • Business Name
  • Business Name 2 (if applicable)
  • Business Name 3 (if applicable)
  • Business Name 4 (if applicable)
  • Business Name 5 (if applicable)
  • Street Address
  • City
  • State
  • Zip Code  
  • Telephone Number
  • Status
  • Line of Business  
  • URL
  • Latitude
  • Longitude
  • Primary NAICS
  • Other NAICS (up to 5 altogether - if applicable)
  • Primary SIC
  • Other SIC (up to 5 altogether - if applicable)