USCS Overview

Overview 

Resonate is a cutting-edge Consumer Intelligence provider offering the most comprehensive and in-depth understanding of the U.S. consumer by seamlessly combining data from our U.S. Consumer Study (USCS) with observed online behavior at scale. We report data projected to the U.S. Adult Online Population and model our 15,000+ USCS attributes using AI and predictive algorithms to create 250 million unique Consumer Profiles on over 1B devices, providing unparalleled insights into the ever-evolving consumer landscape.  

Ground Truth - Resonate’s U.S. Consumer Study (USCS)

Resonate’s proprietary U.S. Consumer Study is continuously updated and readily available in the Resonate platform, as an always-on resource. 

Built on an unmatched scale and speed, our study is the largest of its kind in the United States. We survey about 63,000 consumers annually with two years of historical data.  Every eight weeks, we release new data, ensuring that our clients always have access to the most up-to-date information to gain a deep understanding of the entire U.S. consumer population.   

Each wave of the survey covers topics such as  Daily Life, Social Justice, Values & Motivations, Demographics, Consumer Preferences, Media, and Politics & Advocacy.  Additionally, we include questions pertaining to specific vertical themes, such as  Restaurants, Retail, Apparel, Home & Family, Food & Non-Alcoholic Beverages, Alcohol, Tobacco & Marijuana, Automotive, Financial Services & Insurance, Technology & Telecom and Travel & Hospitality. Beginning in 2023, these vertical-specific questions are fielded each wave.

The depth and breadth of the U.S. Consumer Study serves as the foundation for everything we do at Resonate.  It reveals what we call the Human Element – a dynamic, 360-degree view of a person that combines core attributes like demographics and psychographics with the values that drive them to choose, support, or protest, and the motivations that inspire their loyalty or abandonment of a brand.

By harnessing the power of the Human Element, businesses can make data-driven decisions, develop targeted strategies, and create meaningful connections with their target audiences.

Survey Collection 

Resonate partners with trusted survey panel providers to administer our U.S. Consumer Study online.

To participate in the USCS, panelists undergo a double opt-in process: once upon recruitment into their panel, and again via an invitation to take the survey. 

While our survey panel partners collect Personally Identifiable Information (PII) from  panelists upon registration for incentive delivery, accuracy verification and duplication removal -- Resonate never receives this PII – maintaining the privacy and anonymity of respondents.

During the survey fielding process, we strictly enforce a series of demographic quotas.  

During survey processing, we weight and project the sample across demographic  criteria to be representative of the adult online population.

Response Quality 

At Resonate, we’re obsessed with data quality.  With each  research wave, we exhaustively examine all possible survey response patterns to identify people who may be answering inattentively.  We evaluate response patterns to all survey questions, including responses to "attention check" questions that surreptitiously reflect carelessness.   

Typically, 3% to 5% of completed surveys are discarded due to poor data quality.  By eliminating these records from our survey data, we enhance the clarity and stability of our insights and improve the base data used in our  our predictive models.