USCS Wave 2504 – November 13, 2025

Resonate is pleased to announce the release of USCS Wave 2504, expanding syndicated coverage in fast-evolving areas like health & wellness, shopping, politics, and real-world spending tradeoffs.

Continuing our commitment to data quality and governance, this release also introduces a new three-point scale, a simpler, more intuitive format that enhances clarity and alignment across insights. See the “Aggregated Scales” section below for details.

To view the complete list of newly added attributes for Wave 2504, please click HERE.

New Data Key Features

Apparel

• Brands Shopped (Last 3 Months) → Young Adult
  • Aerie

 Automotive

• Non-Car Vehicles → Ownership
  • Expanded ownership categories: Snowmobiles, Handicap Scooters

 CPG (Consumer Packaged Goods)

• Food & Beverage → Purchased (Last 3 Months), Types, Brands, Usage Frequency
  • Bottled Water/Sparkling Water
  • Cheese/Dairy
  • Coffee Creamers
  • Condiments
  • Juice/Juice Drinks
  • Sports Drinks
• Health & Medicine → Purchased (Last 3 Months), Types, Brands, Usage Frequency
  • Body Wash/Bar Soap
  • Facial Cleansers/Treatments
  • Protein Powder
  • RTD Protein Shakes
  • Shampoo/Conditioner
  • Sunscreen/Sun Care
• Non-Alcoholic Beverages → Consumption Occasions for Mocktails (Last 3 Months)
  • Drank at Party/Get-Together
  • Drank at a Restaurant
  • Drank at a Bar
• Purchase Drivers → Inflation/Tariffs
  • Impacts of market volatility and tariffs on investments, large purchases, spending, product availability, and travel/leisure behaviors
  • Non-essential expenses most likely to be reduced in downturn conditions

Retail

• Shipping/Moving/Storage → Moving and Storage
  • Changed Residences
  • Used a Storage Unit/Company/Portable Container

 Recent Events / Daily Life

• Financial → General
  • Categories where spending is expected to change (increase or decrease) (Next 6 Months): Furniture & Appliances; Clothing/Accessories; Education; Internet & Mobile; Medical/Health; Debt; Child/Elder Care; Restaurants; Insurance; Home Upkeep; Housing; Utilities/Energy; Vehicle Upkeep; Transportation; Travel/Vacations; Entertainment; Household Packaged Goods; Groceries

 Technology & Telecom

• Wireless → Mobile Phone Service
  • Length of time with current provider
  • Where purchased current mobile service plan

 Travel & Hospitality

• Expanded response option lists for:
  • General Behaviors → Booking Method & Travel Sites
  • Ground Transportation → Rental Car Brands Used (Last 12 Months)
  • Travel: Purchase Drivers → Influential Sources of Information

Values & Motivations

• Life Stage → Education Life Stages
  • Transfer to a Different College/University
  • Spouse Transfer to a Different College/University
• Life Stage → Home Renovation Location (Next 12 Months)
  • Exterior (Roofing, Windows, Doors)

Premium Data Sets

Politics & Advocacy

• Broadened coverage of sentiment toward key political figures, institutions, policies, and voting behaviors →
  • Politicians/Institutions: (ICE (Immigration and Customs Enforcement), Pete Buttigieg)
  • Security, Trade & Immigration → Amount of Force Used by Police
  • Foreign Policy → US Role in Israel/Iran Conflict
  • Immigration → Policy Priorities
  • Social Issues & Policies → Acceptance of Trans People
  • Voting → Influential Sources of Info — Social Media Influencers
  • Voting → Impact of Christians

Aggregated Scales

Resonate is moving from a five-point to a simplified three-point scale - “Agree,” “Neutral,” and “Disagree” (for example). This change makes interpretation faster and clearer while preserving meaningful distinctions across audiences. The result is a more consistent and user-friendly dataset that aligns with how most clients interpret research findings and audience insights.

This change enhances usability and performance. With fewer response options, users can build and analyze audiences more quickly without losing nuance. The simplified scale also strengthens activation performance by reducing noise across small segments - leading to more consistent targeting on external platforms. With this shift, data becomes even more actionable, helping teams focus on clear, scalable consumer signals.

The original five-point attributes will now be transitioned into their three-point equivalents. Each updated attribute includes a direct proxy (outlined in the "Aggregated Scales Guide” tab HERE, maintaining continuity for reporting, audience building, and activation. For the best results, clients should update any existing audiences to align with the new aggregated scale.

Additional Information

To view the complete list of newly added attributes for Wave 2504, please click HERE.

Inactivated Attributes and Suggested Replacements

As part of USCS Wave 2504, certain previously available attributes have been inactivated or deprecated. Where applicable, suggested replacements have been identified to support continuity. These replacement attributes are conceptually aligned but may differ in wording, framing, or scope.

You can view the full list of inactivated attributes and their recommended replacements HERE. We encourage you to review replacements carefully to ensure they align with your use case.

Update Saved Audiences

If any of your saved audiences include inactivated attributes, we recommend updating them to remove or replace those attributes. Audiences containing inactive attributes will no longer support analysis or activation, and any scheduled deliveries will fail due to an invalid audience definition.

W2504 Field Dates

Wave 2504 of our U.S. Consumer Study was fielded from July 14, 2025, to August 26, 2025.