Simmons market research Bureau (SMRB) and Mediamark Research Inc.(MRI) cross-tabulate demographics and media usage by product usage behavior. These syndicated studies describe product users(for example, all diaper purchasers or purchasers of Huggies)in terms of age, household size, income, education, marital status,occupation,race,home ownership, television viewing, radio listening, newspaper and magazine readership, outdoor advertising exposure, and Yellow pages usage. This information helps agencies better understand the characteristics of individuals who use specific products and brand and how to select media that most efficiently reach these individuals