Simmons, which works with media companies, advertising agencies and marketers to target marketing offers to the most appropriate consumer, provides data on what American consumers buy, where they shop, their attitudes and lifestyles, and the media channels they use.
The information is collected directly from more than 30,000 individuals who complete surveys about what brands they buy, what media they use and which internet sites they visit.
Experian hopes that the acquisition will expand opportunities for modelling consumer behaviour from Simmons surveys to virtually the entire US population through Experian's consumer databases. As a result, clients will be able to apply the proven techniques and principles of direct and database marketing to mass media.
Deborah Zuccarini, president of Experian Marketing Services, said: "Simmons data is the standard for many marketers with its media-neutral and consumer-centric focus. Its experienced management team and innovative use of consumer research information are impressive."
She added: "By combining our resources, we bring about a revolution in marketing precision. Clients will have the actionable consumer information they need to understand customers in a common context regardless of which media they're using."
Founded in 1950, Simmons claims to have helped bring more goods and services to market than any other research firm in North America.
Simmons' National Consumer Study, which is released twice yearly, provides an in-depth, statistically reliable view of the American consumer and breaks down to cover children, teens, adults, Hispanics and households.
The survey measures virtually every TV network and cable television show, more than 40 radio formats, 200 magazine titles, all major national newspapers and the top 75 internet sites.
Bill Engel, co-CEO of Simmons, said: "The combination of Simmons and Experian allows us to link our respective consumer marketing capabilities to offer our clients a much broader range of communications solutions -- from contact strategies to customer and prospect databases."
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