Tapping Into Simmons OneView: A Method for Deconstructing Aggregate Data for Advertising Research

Abstract

Although providing nationally representative data for consumer issues, the use of Experian Simmons data has been limited in academic research because it is only available as aggregate data. To overcome this limitation, this article proposes a way of deconstructing the sample-based, aggregate format into individual-level data allowing for a simultaneous analysis of multiple questions. This advance enables researchers to move beyond descriptive statistics and use multivariate techniques to address various forms of scholarly inquiries about topics in advertising and consumer research. We conclude by presenting a list of potentially promising streams of research that can be addressed with Simmons data.