USCS Wave 2601– May 14th, 2026

Resonate is pleased to announce the release of USCS Wave 2601, delivering expanded coverage across financial services, media, CPG, politics, retail, and more. This wave introduces new content around Buy Now Pay Later behaviors, prepaid card usage, investment mindset, health policy priorities, and public opinion on immigration and current political figures. Additional depth has been added across beauty and personal care, streaming and talk show viewership, and key demographic signals. 

To view the complete list of newly added attributes for Wave 2601, please click HERE.

New Data Key Features

Alcohol, Tobacco & Marijuana

• Expanded brand list for Scotch/Whiskey/Bourbon consumed (Last 3 Months)

Apparel

• Expanded brand list for Designer & Luxury Apparel (Last 3 Months)

CPG (Consumer Packaged Goods)

• New beauty and wellness treatments considering, including cosmetic and surgical procedures 
• Mocktails added to commuting beverage consumption and new reasons for consuming mocktails 
• Expanded brand lists and content options:
  • Online grocery delivery reasons and online grocer brand list
  • Health and medicine brand list (Last 3 Months)
  • Food and beverage brand list (Last 3 Months)

Demographics

• New attribute: Working with Children 
• Expanded options:
  • Religion (Additional)
  • Gym membership brand list

Financial Services & Insurance

• New content across banking, credit, insurance, and investments:
  • Buy Now Pay Later: usage, likelihood to use, payoff plans, and ad exposure
  • Prepaid cards: brands used and reasons for use
  • Barriers to using traditional banking
  • Primary credit card type options
  • Auto and property insurance satisfaction
  • Investment mindset
  • Bankruptcy history: Prefer Not to Answer option added

Media

• New viewership tracking (Last 7 Days): morning news, Sunday talk show, daytime talk show, and late night programs
• New favorite MLS team additions
• Expanded options:
  • TV show lists across Amazon Prime, Hulu/FX, and Apple TV
  • On-demand streaming services (Fubo)
  • Social media usage tracking (Nextdoor)

Recent Events / Daily Life

• New 4th of July food and beverage planning content

Restaurants

• Expanded brand lists for Fast Food and Fast Casual restaurants

Retail

• New challenge option for shopping for kitchen products and appliances 
• New paid membership option 
• Expanded brand lists and coverage:
  • All Retail, Online, Convenience, Home & Electronics, and Drugstore & Pharmacy stores
  • Past and future purchase coverage across home, furniture, and specialty categories
  • Pharmacy services (Independent Pharmacy added)

Technology & Telecom

• Expanded smartwatch and wearable device ownership options

Premium Data Sets

Health & Pharma

• New self-reported conditions: Non-Alcoholic Fatty Liver Disease (NAFLD) and Menopause/Perimenopause
• New Medicare coverage option: Medicare Supplement Insurance/Medigap

Politics & Advocacy

• New content across civic engagement, policy, and elections: 
  • Civic expression: activities related to policy or political movements (Last 12 Months and Next 12 Months)
  • Reasons for political independence
  • Advocacy policies opposed
  • Federal government trust options
  • Voting: 2026 generic ballot, influential sources of information, and voter registration timeline
• New policy and issues content: 
  • Immigration: position on the future of ICE and views on ICE actions toward protesters
  • Health policy: important and top policy areas, and who is blamed for unaffordable healthcare
  • Local issues: data center beliefs
  • Support/opposition: Trump Insurrection Act use
• New public figures added for favorability ratings: Pete Hegseth, Kash Patel, and Zohran Mamdani 
• Pinterest and Snapchat added as influential social media sources for voting information

Additional Information

To view the complete list of newly added attributes for Wave 2601, please click HERE.

Inactivated Attributes and Suggested Replacements

As part of USCS Wave 2601, 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.

W2601 Field Dates 

Wave 2601 of our U.S. Consumer Study was fielded from January 20, 2026, to March 3, 2026.