2003 Publishers Open Forum

Disclaimer

January 27, 2003
Philadelphia, Penn.


Market Research Information: On a Library Budget?

Simmons Market Research Bureau


Gary Warech
Director, Integrated Marketing
Simmons Market Research Bureau



Questions

1) Please describe the key search and/or output features that make your products unique.
2) What are the main features currently under development for these products?
3) Please describe the ways in which you seek or receive input for continued product development.
4a) Briefly describe the ways in which you (or the market research groups providing you with the data) go about gathering consumer information for your publications.
4b) What is it about your gathering methods that are particularly noteworthy for the library audience?
5a) How do you define/describe the library audience/market for your products?
5b) What makes this audience valuable for you?
5c) What problems do you encounter with this customer group?
6a) Please describe the main (one or two) features of your products that you would consider “deal makers” for selling these products to the library market.
6b) How does this differ from the "deal maker" features you present to your non-library customers?
7) Please describe the different ways to purchase your products (formats and distributers).
8a) How do you determine pricing for libraries?
8b) How do you determine the level/amount/variety of content for inclusion in an academic (or library) version of your product?
9) Please describe differences in how your sell your products to public vs. academic vs. corporate libraries.
10) Market share is a frequent request among academic library users. Please describe how your products address those requests, as well as the processes for determining market share.
11) Please describe plans (or updates) for including data about other countries, particularly developing countries.


1) Please describe the key search and/or output features that make your products unique.

There are four distinct Simmons nationally syndicated studies. The Simmons National Consumer Study (NCS) - adults 18+, The Teen Study (ages 12-17), The Kids Study (ages 6-11) and The Hispanic Study. The NCS, our bi-annual syndicated study of American consumers, provides a single-source measurement of major media, products, services, and in-depth consumer demographic and lifestyle/psychographic characteristics. The study, which measures over 7,000 brands in 460 categories and more than 500 psychographic and lifestyle measures is released in the Spring and Fall. The Teens and Kids studies are tabulated and released individually while the Hispanic Study is fielded and released once a year. Simmons data is delivered via a proprietary data delivery software system called Choices 3. It is a Windows-based system compatible with MircrosoftExcel and Lotus 123. Data can be installed locally or on a network. Choices 3 allows users to cross analyze all variables within the data, create ranking and sorting based on multiple criteria, product volumes and averages for frequency categories, interactive media analysis, create custom, proprietary segmentations, trend data and more. Information and technical information on Simmons data can be found at http://techguides.smrb.com. Click on the "Choices Online Help" link and then on the "Choices 3 Help". For technical support, subscribers can call 1-800-999-7672.

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2) What are the main features currently under development for these products?

Simmons is currently investigating an online data delivery system and should have additional information later in the year.

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3) Please describe the ways in which you seek or receive input for continued product development.

Simmons receives ongoing client feedback which is crucial to the product maintenance and development process. Additionally, Simmons leverages associations with industry experts and analysts, market consultants and a variety of other professional services to make sure their products match the current consumer landscape. Subscribers can email info@smrb.com or call 1-800-999-7672 with comments or suggestions.

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4a) Briefly describe the ways in which you (or the market research groups providing you with the data) go about gathering consumer information for your publications.

Simmons employs a single-stage stratified probability sample design that covers the conterminous 48 states. The selection of households is done by high quality random digit dialing methods, with differential sampling rates based upon income within geography. The National Consumer Study, consists of over 20,000 respondents ages 18+, annually. It is a single phase data collection method. The survey is placed in the home via phone contact consent. The study is conducted and released twice each year.

4b) What is it about your gathering methods that are particularly noteworthy for the library audience?

As stated, our methodology is a single-phase method which means Simmons does not ascribe any data.

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5a) How do you define/describe the library audience/market for your products?

Colleges, Universities, Public and Private Libraries

5b) What makes this audience valuable for you?

The value to Simmons rests with the brand awareness among tomorrows decision makers and that our data is used in practical applications.

5c) What problems do you encounter with this customer group?

The challenges we face include the need for an online delivery system and customer services based on value.

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6a) Please describe the main (one or two) features of your products that you would consider "deal makers" for selling these products to the library market.

A few highlights: Simmons is a consumer-based market research company focusing on consumer behavior and delivering consumer insights. Simmons data is actionable via its data delivery system. The NCS includes information on over 7,000 brands, 460 product categories and over 500 psychographic measures.

6b) How does this differ from the "deal maker" features you present to your non-library customers?

Consistency based on end-user objectives

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7) Please describe the different ways to purchase your products (formats and distributers).

Individual studies - NCS, Teens, Kids and Hispanics available via Choices 3, proprietary data delivery system. Data can be ordered via email or phone by contacting Mauricio Polania at mauriciop@symresources.com or 954-427-4104 ext. 101.

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8a) How do you determine pricing for libraries?

Prices range from $1,500 to $3,000 per study -- the number of users and the type of access determine the actual costs.

8b) How do you determine the level/amount/variety of content for inclusion in an academic (or library) version of your product?

There is a two-year embargo on Simmons data. A subscription includes all data within each study purchased.

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9) Please describe differences in how your sell your products to public vs. academic vs. corporate libraries.

Simmons services include: Syndicated data, Custom Research, Data Integration, Segmentation Systems, Reach & Frequency, etc.

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10) Market share is a frequent request among academic library users. Please describe how your products address those requests, as well as the processes for determining market share.

Simmons data is representative of the US Population and includes measures on brand/product consumption, category coverage, volumetrics and competitive sets. This can be used to show market share in a variety of ways.

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11) Please describe plans (or updates) for including data about other countries, particularly developing countries.

Simmons is part of an international network which produces Simmons-like data in 49 countries around the globe.

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BRASS Business Reference Sources Committee

bulletPublishers Open Forum
ALA Midwinter Conference, January 27, 2003



Disclaimer : This publication has been placed on the web for the convenience of BRASS members. Information and links will not be updated. Posted 24 April 2003.