The Consumer Research records are divided into domestic and international reports. (1) The Domestic Reports, mainly commissioned by Seagram, were performed by consumer research consultants on various aspects of the liquor industry including marketing, sales, advertising, packaging, and consumption patterns and preferences. Some reports include demographic information. There are also more general reports on consumption and consumers. Noteworthy reports include the Louis Harris and Associates polls (1977-1978); Simmons Market Research Bureau, Inc. (a.k.a. W. R. Simmons & Associates Research, Inc.) Brand Rating Indices (1964-1968) rating magazine readership based on demographics and consumer preferences and Studies of Media and Markets (1967-1980) tracking users of various products (i.e. Automobiles; Home Improvements and Furnishings; Hair and Shaving Products; etc.) and the media to which they subscribe. (2) The International Reports contain the same information found in the domestic reports.