dunnhumbyUSA, the world’s leading customer science company, is partnering with Xavier University’s American Dream Composite Index™ (ADCI) to measure the ‘quality of life’ of people living in the United States.

The fundamental definition of the “American Dream” is people working toward and achieving a better life for their families and future generations.  The ADCI is the most robust measure of American sentiment, predicting behavior and attitudes in multiple arenas including the home, the workplace and the marketplace.                         

“We find tremendous value in the consumer responses to the ADCI’s monthly questions,” said Stuart Aitken, CEO, dunnhumbyUSA  “The customer is at the center of everything we do in helping companies more fully engage with their customers for a lifetime of loyalty”.  

The data comes from a monthly, quantitative index that surveys 1,000 people across the U.S. on issues pertaining to their financial, personal and societal wellbeing, as well as their views on diversity and their physical environment.  The survey asks for responses to 139 statements or questions on a five-point scale.  The ADCI survey reveals variations in the quality of life dimensions across various demographic groups.  

American Dream Composite Index™ powered by dunnhumby, is a part of Xavier University’s Center for the Study of the American Dream. The Center was founded in 2007 by 1970 Xavier graduate Mike Ford.  In 2008, several professors in the Williams College of Business began to develop the ADCI with Greg Smith, associate professor and chairman of the Information Systems taking the lead role.

Since the beginning, Xavier University has fully funded the Index.  Now, dunnhumbyUSA has stepped forward as a partner to support and sponsor the program for three years.

"I'm proud to be involved in this partnership with two entities that I am intimately involved with, Xavier University and dunnhumbyUSA. We expect the effort will help us to better understand influences and attitudes that affect our customers, and it could also create an opportunity to leverage dunnhumby’s global footprint to understand how Xavier’s definition of the American Dream translates in other parts of the world", said Rodney McMullen, Chief Executive Officer of The Kroger Co. and Xavier University board member.

dunnhumby analyzes data from more than 400 million customers worldwide to create relevant, personalized experiences that build lasting emotional connections between customers, retailers and brands. “The Williams College of Business’ strategic partnership with leading market research firm, dunnhumby, will accelerate the visibility and impact of the American Dream Composite Index™,” says Brian Till, Dean of the Williams College of Business. “It will also allow us to further our research and ultimately, we hope, to advance the goal of achieving ‘The American Dream.’”

About dunnhumbyUSA:

dunnhumby is the world’s leading customer science company. We analyze data and apply insights from more than 400 million customers across the globe to create better customer experiences and build loyalty. Our insights and strategic process help clients create competitive advantage and enjoy sustained growth. dunnhumbyUSA is a joint venture of The Kroger Company and London-based dunnhumby. dunnhumby employs nearly 2,500 employees in offices throughout Europe, Asia, Africa and the Americas, and serves a prestigious list of companies including The Kroger Co., Tesco, Coca-Cola, General Mills, Kimberly-Clark, Macy's, PepsiCo and Procter & Gamble. For more information, please visit us at www.dunnhumby.com.

About Xavier University

Founded in 1831, Xavier University is a Jesuit Catholic university in Cincinnati, Ohio. Its three colleges offer 87 undergraduate majors, 55 minors and 19 graduate programs to 6,945 total students, including 4,540 undergraduates. The University is the sixth-oldest Catholic university in the nation and one of 28 Jesuit colleges and universities nationwide.  For more information, go to http://www.xavier.edu/.  For additional details about Xavier’s American Dream Composite Index, please visit http://www.americandreamcompositeindex.com/.

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