USCS Wave 2505 – January 15, 2026

Resonate is pleased to announce the release of USCS Wave 2505, delivering expanded brand coverage, sharper demographic and financial detail, and timely visibility into how consumers and voters are navigating everyday decisions. This wave enhances depth across key verticals, including alcohol, apparel, CPG, financial services, travel, and politics, while adding seasonally relevant signals tied to major events, holidays, and forward-looking spending plans.

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

New Data Key Features

Alcohol, Tobacco & Marijuana

• Expanded brand lists for:
  • Alcohol Consumption (Last 3 Months)
    • Tequila
    • Scotch/Whiskey/Bourbon
    • Wine brands consumed
  • Tobacco
    • Vapor/e-cigarette brands

Apparel

• Expanded brand lists for Designer & Luxury Apparel
  • Brands shopped for (Last 3 Months) – Tommy Bahama, Tory Burch

CPG (Consumer Packaged Goods)

• Reasons for using online grocery delivery services
• Appealing aspects of cosmetic advertisements

Demographics

• Added greater specificity to White ethnicity identity categories

Financial Services & Insurance

• Expanded response options for:
  • Barriers to using banks
  • Primary investment firm used

Recent Events / Daily Life

• New holiday and event content:
  • Where watching FIFA World Cup
  • Food/beverages bringing to FIFA World Cup
  • Where watching Super Bowl
  • Food/beverages bringing to Super Bowl
  • Valentine's Day plans and gift ideas
• Planned spending amount for Spring 2026 travel

Taxes

• Expected costs to hire a tax preparation expert

Travel & Hospitality

• Expanded brand list for cruises previously taken

Premium Data Sets

Health & Pharma

• Fertility & Family Planning Steps Taken

Politics & Advocacy

• Previous political party identification
• Specific climate change concerns
• Federal government role in limiting sales, production, or output across key areas
• National sentiment: right track vs. wrong direction
• Favorability toward Republicans in state or local government
• Favorability toward Democrats in state or local government
• Most influential information sources in voting decisions
• Primary motivations for voter registration

Additional Information

To view the complete list of newly added attributes for Wave 2505, please click HERE.

Inactivated Attributes and Suggested Replacements

As part of USCS Wave 2505, 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.

W2505 Field Dates 

Wave 2505 of our U.S. Consumer Study was fielded from September 15, 2025, to October 28, 2025.