MRI‑Simmons and Experian Expand Collaboration to Bring Research‑Based Audiences to Experian’s Data Marketplace

Key Terms

modeled audiences technical

Modeled audiences are data-created profiles that represent groups of potential customers or users, built from patterns in demographics, behavior, and interests to predict how real people are likely to respond to products, ads, or services. Think of them like carefully constructed test groups or weather forecasts for customers: they help companies plan marketing, estimate sales, and allocate budgets. Investors watch them because the quality of these models influences revenue forecasts, customer acquisition costs, and regulatory or privacy risks.

data marketplace technical

A data marketplace is an online platform where organizations and individuals buy, sell, or license datasets and analytics tools, much like a farmers’ market where different sellers offer products and buyers choose what they need. It matters to investors because it can create new revenue streams, reduce costs for research or product development, and affect a company’s competitive edge, while also introducing risks around privacy, data quality, and regulation.

curated deals financial

Curated deals are investment opportunities hand‑picked and vetted by a firm, advisor, or platform before being offered to investors. Like a boutique store that selects a few high-quality items from many, curation signals extra screening and filtering to save investors time and reduce obvious flaws, but it can also mean fewer choices and potentially higher fees — factors that affect risk, diversification and expected returns.

addressable audiences technical

The group of people or potential customers a company can realistically reach and sell to with its current products, channels and resources. Think of it as the slice of the market that is within the company’s practical reach—like the number of people who can fit into a store or can be reached by its advertising. Investors care because a larger or more reachable audience usually means greater sales potential and clearer growth prospects.

advanced analytics technical

Advanced analytics involves using sophisticated techniques and tools to examine large amounts of data, uncover patterns, and generate insights that might not be obvious at first glance. For investors, it’s like using a high-powered microscope to see details that help predict future trends or make better decisions. This approach helps turn complex information into clear, actionable knowledge.

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By translating MRI‑Simmons’ nationally representative consumer research into modeled audiences, the collaboration helps marketers turn consumer motivations, attitudes, and behaviors into scalable, media‑ready audiences.

NEW YORK--(BUSINESS WIRE)-- Today, MRI‑Simmons announced an expanded collaboration with Experian, a leading global data and technology company, to make audience segments derived from MRI‑Simmons’ nationally representative consumer research available through Experian’s data marketplace. The collaboration enables advertisers, agencies, and media owners to access audiences informed by MRI‑Simmons’ consumer research, then activate those audiences at scale through Experian’s platform and distribution network.

Experian customers can now select from a broad range of MRI-Simmons audience segments that reflect the motivations, attitudes, and behaviors shaping consumer decisions. Grounded in research from MRI-Simmons’ national consumer study and enabled by Experian’s modeling engine, these segments use research‑based modeling to scale insights for broader audience reach.

Marketers can activate these audiences through Experian Curated Deals, which integrate data, identity, inventory, and intelligent optimization to drive advertising efficiency. This gives marketers a streamlined path from audience planning to activation by aligning audience segments informed by MRI‑Simmons’ insights with suitable media.

“Our expanded collaboration with Experian is empowering marketers to unlock deeper insights and create breakthrough campaigns,” said Joshua Pisano, General Manager of Global Media, NIQ and MRI-Simmons. "By joining forces with innovative partners like Experian, we’re not just delivering access to high quality consumer insights derived from our products, we’re innovating the future of privacy-first, data-driven marketing.”

In addition to syndicated segments, MRI‑Simmons provides custom audience development for brands seeking more specialized targeting. Custom segments can be made available in Experian’s data marketplace, empowering marketers to plan and activate campaigns through Experian’s trusted network of integrated platforms.

“Making MRI‑Simmons’ research‑based audiences available through our data marketplace enables brands to understand their audiences on a deeper level, not just who they are, but what drives their decisions,” said Jake Abraham, Head of Strategic Partnerships at Experian. “With our Curated Deals, marketers can seamlessly turn these insights into action, activating the right audiences across channels through our integrated platform network.”

FAQs

How do MRI‑Simmons and Experian work together in this partnership?

MRI‑Simmons and Experian bring together best‑in‑class consumer understanding and advanced activation capabilities to help marketers move seamlessly from insight to impact. MRI‑Simmons provides rich, survey‑based consumer insights that reveal motivations, attitudes, and behaviors, while Experian applies its modeling expertise to translate those insights into scalable, privacy‑responsible audiences that can be activated across leading media platforms.

What role does MRI‑Simmons play versus Experian in developing and activating audiences?

MRI‑Simmons serves as the source of consumer intelligence, delivering deep, research‑driven insights that inform how audiences are defined and understood. Experian is responsible for modeling those research‑based insights and operationalizing them within its ecosystem, enabling distribution to third‑party platforms for campaign activation. This clear division ensures each company focuses on its core strengths.

Are MRI‑Simmons consumer survey insights used directly for campaign activation?

No. MRI‑Simmons insights are not used directly for activation. Instead, MRI Simmons’ survey-based research informs the strategic design and definition of audiences. Experian then uses those research- derived insights as inputs to create modeled audiences that are suitable for activation within its platform and partner environments.

How are MRI‑Simmons research insights transformed into addressable audiences for media activation?

MRI Simmons provides foundational consumer insights based on robust, nationally representative research. Experian applies advanced analytics and modeling techniques to translate those insights into scalable audience segments. These modeled audiences are then made available through Experian’s partner network, allowing marketers to reach consumers in a way that reflects real-world attitudes and behaviors uncovered by MRI Simmons research.

What benefits do marketers gain from combining MRI‑Simmons consumer insights with Experian’s modeling and activation capabilities?

Marketers gain the ability to pair deep human understanding with real world scale. MRI Simmons delivers trusted insight into why consumers think and behave the way they do, while Experian brings those insights to life through modeled audiences that can be activated across the media ecosystem. The result is more informed planning, more relevant targeting, and campaigns that better connect with consumers—without compromising privacy or role clarity.

About MRI‑Simmons

MRI‑Simmons, a joint venture majority‑owned by NIQ, is the leading provider of insights on the American consumer. A leader in consumer insights for over 60 years, MRI‑Simmons possesses one of the few data sets widely used across the media ecosystem for consumer profiling, media planning, audience research, and insight‑driven audience development. Powered by address‑based probabilistic sampling, MRI‑Simmons measures real people, chosen at random, to represent the U.S. population in all its diversity—resulting in the most accurate view of the American consumer.

To learn more, visit www.mrisimmons.com.

About Experian

Experian is a global data and technology company, powering opportunities for people and businesses around the world. We help to redefine lending practices, uncover and prevent fraud, simplify healthcare, deliver digital marketing solutions, and gain deeper insights into the automotive market, all using our unique combination of data, analytics and software. We also assist millions of people to realise their financial goals and help them to save time and money.

We operate across a range of markets, from financial services to healthcare, automotive, agrifinance, insurance, and many more industry segments.

We invest in talented people and new advanced technologies to unlock the power of data and to innovate. A FTSE 100 Index company listed on the London Stock Exchange (EXPN), we have a team of 25,200 people across 33 countries. Our corporate headquarters are in Dublin, Ireland. Learn more at experianplc.com.

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Source: NIQ Global Intelligence plc