Symphony Technology Group Acquires Simmons

Private equity firm Symphony Technology Group (STG) confirmed to MMW on Tuesday that it has acquired Simmons, a longtime consumer research company.

Known for its National Consumer Study (NCS), Simmons measurement of consumer preferences, attitudes and media behaviors is used by leading brands, agencies and media companies to power effective cross-channel consumer engagement.

Simmons will transition over the course of 2016 to operate as a standalone business, under the brand Simmons Research, within the Symphony Technology Group portfolio.

“Simmons’ core focus and vision is built on measurement science to efficiently and effectively measure consumer and media behavior by bringing together survey and passively collected data,” a provided statement reads.

“With STG, we will accelerate this measurement vision to address the challenges in measuring today’s dynamic connected consumer,” said Pat Pellegrini, Ph.D., GM of Simmons Research. “We found immediate alignment on our vision and synergies with STG. They have a tremendous track record of innovation in the market research and marketing science industry.  STG’s investment will allow us to further our continued leadership in consumer research and drive exciting new initiatives including brand momentum studies, consumer life stage analyses and targeted new media and connected device studies.”