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Mediamark Research has a singular goal: to provide the sharpest picture possible of American consumers – who they are, what they buy, what they think - and how to reach them.
For more than 25 years, MRI has been the dominant voice in media and consumer research in the United States. No other organization – not even the Census Bureau – knows more about American consumers.
MRI’s Survey of the American Consumer™, used in most media and marketing plans in the country, is the primary source of audience data for the U.S. consumer magazine industry and the most comprehensive and reliable source of multi-media audience data available. The Survey’s multi-dimensional database provides marketers with a high resolution view of audiences of all major media, their demographics and lifestyles, actions and attitudes, product usage and brand loyalty.
All the research MRI conducts – the Survey of the American Consumer™and associated surveys and reports, Media Day™, The American Kids Study™, Teenmark®, online panels and custom research from our Market Solutions division – reflects a steadfast commitment to provide the most reliable and actionable information for measuring, evaluating, tracking and getting to know the world’s most dynamic consumer market.
Over 450 agencies, including 90 of the top 100, subscribe to the Survey of the American Consumer™. Agencies regard Mediamark Research as the gold standard in the industry, its data as the ratings currency used to evaluate placement of print campaigns. And, because we measure the audiences of all major media, our multi-dimensional database is the largest and most reliable source available for integrated media planning.
As the premier tool for Consumer Targeting applications, MRI delivers insights that help agencies better understand their clients’ consumer targets. Agencies begin with MRI to identify targets’ demographics, multi-media habits, product usage, lifestyles and mind-set…and end with campaigns that deliver the right message to the right audience.
THE SURVEY OF THE AMERICAN CONSUMER
“One Source, Complete Market Data” is not just a slogan, it’s a commitment: all the information collected for the Survey of the American Consumer™ comes from a single set of respondents. Because it’s a single-source survey, the data provides a detailed picture of the fragmented and continually evolving media marketplace and the 220 million adults who drive it. One set of answers from one set of respondents allows marketers to better understand the context in which media and consumer choices are made.
The Survey of the American Consumer™ collects information on adult consumers’ media choices, product usage, demographics, lifestyle and attitudes. Usage of nearly 6,000 product and service brands across 550 categories are measured, along with the readership of hundreds of magazines and newspapers, Internet usage, TV viewership to the program level, national and local radio listening, Yellow Pages usage and Out-of-Home exposure.
To capture this high resolution view of the market that national marketers demand, MRI does something unique in the survey industry: every year 26,000 consumers are interviewed, face-to-face, in their homes. It’s not the easiest way to conduct research, but the pay-off in reliability, credibility and completeness of results is worth the added cost and effort.
USING THE SURVEY
The goal of the Survey of the American Consumer™ is to provide a single-source view of the entire consumer marketplace, in high resolution. “One Source, Complete Market Data” means that marketing and media decision makers can confidently use the Survey database to perform a long list of analytical, planning and reporting functions, such as …
-Increase media buy efficiencies
-Pinpoint target markets
-Identify new buying trends
-Develop and rollout new products
-Reposition existing brands and products
-More confidently build innovative marketing plans
-Gain insight into consumer motivations
-Learn more about users of competitive products
-Gauge competitive brand loyalty
-Analyze market demand across segments
-Determine market potential of niche targets
-Analyze brand volume data to locate profitable consumer segments
RESEARCH FOR THE ENTIRE MEDIA SPECTRUM
-Print Media
Nearly every major national consumer print vehicle – over 200 magazine and national newspaper titles – subscribes to the Survey of the American Consumer™.
More than 125 “unmeasured” magazines prototype their audiences and develop competitive sales strategies from the Survey’s comprehensive database.
Magazine marketers use the Survey’s multimedia data to competitively position their titles against other print vehicles and other media.
National print media use the Survey to learn more about their readers and their competitors and about their marketing strengths and weaknesses.
-Electronic & Digital Media
All significant broadcast and cable networks, the largest radio stations and radio networks and the most established Internet players subscribe to the Survey.
Proliferating media choices means smaller media audiences, making more strategically important than ever the need to precisely and accurately differentiate a program’s or site’s audience. MRI provides the multi-media perspective marketers need to evaluate different media and identify and locate their best prospects.
Electronic media measurement services focus on counting electronic audiences; MRI excels in describing them.
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