Experian acquires Simmons

Experian, the international database company, has bought Simmons Market Research Bureau, a provider of syndicated consumer tracking services, for an undisclosed sum.

Simmons is known for collecting survey data from 30,000 individuals about what brands they buy, what media they use and which internet sites they visit. The privately owned New York-based firm, founded in 1950, was ranked as the second fastest growing privately owned research company in the US by Inside Research for the past five years in a row.

The acquisition allows Experian to combine Simmons' data with its own consumer databases to provide in depth segmentation and analysis based on lifestyle, attitudes and media consumption.

"Simmons data is the standard for many marketers with its media-neutral and consumer-centric focus…by combining our resources clients will have the actionable consumer information they need to understand customers in a common context regardless of which media they're using," said Deborah Zuccarini, president, Experian Marketing Services.