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Michigan State University

Simmons OneView User Guide

Formerly known as Simmons Choices3.

Access Simmons OneView

What is Simmons OneView?

What is Simmons OneView?

Simmons OneView (formerly Simmons Choices3) 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. There's also the Simmons National Hispanic Consumer Study (NHCS), which includes the same data as the NCS but asks additional questions of Hispanics. We have the NHCS for 2008 through 2016 and we only have the NCS from 2005 through 2007.

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 are females wearing Gap jeans reading), 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 2016, so newer products will not be available. Children under 18 and international consumers are not included in the survey data.)

Brief history of the survey

For the past fifty years, Simmons Market Research Bureau has surveyed American adults annually (National Consumer Study) to collect data on their use and spending on products and media habits. Previously published in print (HF5815.U5 A38), MSU faculty and students now have the ability to create customized electronic reports using Simmons OneView.

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