USCS Wave 2506 – March 13, 2026

Resonate is pleased to announce the release of USCS Wave 2506, delivering expanded coverage across media, politics, consumer preferences, restaurants, travel, and more. This wave introduces timely content around the 2026 midterm elections, economic sentiment and tariff impacts, social media shopping behaviors, trust in government, and seasonally relevant signals tied to Easter, Mother’s Day, and summer travel planning. Additional depth has been added across CPG, health, technology, and retail verticals.

To view the complete list of newly added attributes for Wave 2506, please click HERE.

New Data Key Features

Alcohol, Tobacco & Marijuana

• Expanded brand list for Ready-to-Drink beverages consumed (Last 3 Months)
• New CBD product usage option: Drinkables (Beverages)
• New marijuana product types used (Last 3 Months)
• Drinkables (Beverages), Edible/Gummies (Solid Food)   

Apparel

• Expanded brand lists for All Apparel and Designer & Luxury Apparel

Consumer Preferences

• Yom Kippur added to Holidays Typically Celebrated
• New social media shopping content: products purchased, total spend, and factors for leaving social media to complete a purchase
• New economic impact content: actions taken due to higher prices, stock market impact on investments, purchases expected to delay/cancel, and expenses willing to cut

CPG (Consumer Packaged Goods)

• New online grocery delivery reason option
• Body wash/bar soap usage frequency (per week)
• Types of vitamins/minerals/supplements purchased (Last 3 Months)
• Mocktails added across beverage consumption, purchase, and reasons for consumption

Demographics

• New spectator sports option: Watched the Paralympics (In the Last 2 Years)

Media

• Expanded TV show lists across Network/Channel, Netflix, Amazon Prime, Hulu/FX, HBO, Disney+, Apple TV, and Syndicated
• New morning news, Sunday talk show, and daytime talk show viewership (Last 7 Days)
• Hallmark Movies & Mysteries and Science Channel added to broadcast networks
• YouTube (With Ads) and YouTube Premium (Without Ads) added to on-demand streaming
• Trusted sources of information for science
• New favorite team additions: Colorado Rapids (MLS), Toronto Raptors (NBA)
• NCAA March Madness/Championship added to televised sports watched live

Recent Events / Daily Life

• New holiday and event content:
  • Planned Easter 2026 celebrations
  • Planned Mother’s Day gift purchases
• Planned spending amount for Summer 2026 travel

Restaurants

• New frequency options for:
  • Eat-and-play restaurants
  • Salad/smoothie/juice shops
  • Upscale dining restaurants

Retail

• Expanded brand lists for All Retail, Sports & Outdoors, and Dollar Stores
• New challenge option for shopping for kitchen furniture

Travel & Hospitality

• Expanded cruise brand list and new cruise selection factor
• Expanded anticipated vacation spending options (Next 12 Months)
• New rental car service added

Values & Motivations

• Factors when selecting a college for a child

Premium Data Sets

Health & Pharma

• New self-reported conditions: hair conditions, hair loss/thinning hair, and menopause
• Eye, skin, and hair conditions reorganized under new subcategory

Politics & Advocacy

• 2026 midterm election content: generic ballot, vote likelihood, voting method, and primary vote likelihood
• Consolidated voting history: General 2025, Primary 2025
• Government trust by level: Federal, State, and Local
• Government shutdown content: justification beliefs and October 2025 shutdown blame
• Support for revoking emergency tariff powers from the President (IEEPA)
• New civic and policy content: data center beliefs, independent redistricting opinions, boycotting corporations, mail advertisements as voting info source, and voter registration motivations

Additional Information

To view the complete list of newly added attributes for Wave 2506, please click HERE.

Inactivated Attributes and Suggested Replacements

As part of USCS Wave 2506, 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.

W2506 Field Dates

Wave 2506 of our U.S. Consumer Study was fielded from November 18, 2025, to January 5, 2026.