Advertising agencies rely on Scarborough Research to not only build targeted media plans, but also to garner new business intelligence, retain current clients and develop on-target creative. Scarborough measures the lifestyles, shopping patterns, media behaviors and demographics of American consumers locally, regionally and nationally. The company’s Top-Tier Local Market Studies and its Multi-Market Study are accredited by Media Rating Council® (MRC).
Scarborough covers 77 markets and more than 2000 categories, providing agencies with a breadth of data and maximizing their return on investment for their marketing dollars.
With more than 30 years of experience, Scarborough Research has become the nation's leader in local market research.
Scarborough Research measures consumers where they live. Our 77 local market studies cover adults ages 18+ in 77 DMA®s. We conduct our surveys directly in these markets—talking with consumers in their communities to deliver insights about their lives.
Marketers use Scarborough's Local Market Studies to foster local co-branding and sponsorship opportunities, increase market penetration, analyze local media opportunities and keep their fingers on the pulse of local competition.
Scarborough’s Mid-Tier Local Market Studies provide critical information on the shopping habits, media patterns, lifestyles and demographics of consumers in mid-sized markets. This information is a vital component of any local business strategy. See the markets where Mid-Tier Local Market Studies are available.
Ciudad Hispana de Scarborough, translated the “Hispanic City of Scarborough,” is a suite of Hispanic consumer research services that bring you insights into this unique marketplace. The suite enables marketers to develop strategies that lead to more targeted promotions, co-branding and sponsorship opportunities and more informed decisions about the buying and selling of advertising.
Scarborough’s unprecedented Hispanic sample—35,000 Hispanics—enables a more precise analysis of Hispanic consumers. We go to great lengths to ensure the most robust Hispanic sample possible, including using bilingual interviewers and questionnaires.
The Hispanic Multi-Market Study offers media and marketers a tool to examine this significant consumer group across 34 of the most concentrated Hispanic DMAs. With a sample size of nearly 34,000 Hispanic respondents, subscribers have the ability to easily perform in-depth analyses and comparisons across local markets, brands, media outlets, and retailers. Users can explore consumer behavior in important Hispanic marketing categories such as finance (including banking and insurance), beverage, automotive, telecommunications, media, and retail shopping.
Individual studies in select Top-Tier Markets, these databases have additional Hispanic sample enabling you to keep your finger on the pulse of the local Hispanic consumer.
The Scarborough Multi-Market Study is your tool to examine distinct consumer media patterns, shopping behaviors, lifestyles and demographics across the U.S. Compare one market to another, create custom geographies and find new opportunities geographically. MRC accredited, the Scarborough Multi-Market Study provides you with valuable insights that assist your marketing and sales efforts, including:
Go national with Scarborough Research. Our Scarborough USA+ database is a national study that covers detailed information about all of Scarborough’s 2,000 categories. Use USA+ to learn more about national consumer demographics, shopping patterns, lifestyle patterns and media usage. Scarborough USA+ also enables you to drill down to regional and local levels, giving marketers the ability to compare and contrast local consumer nuances to national statistics.
Scarborough USA+ has many uses and value to marketers and media professionals alike. Marketers can use Scarborough USA+ information for local market planning, brand development, increasing market penetration and, ultimately, acquiring and retaining more customers. Media professionals can use the data to analyze the value of one market against another, eliminate misconceptions about a region and generate more revenue in national, regional and local sales.
Scarborough USA+ is the aggregate of the 77 Top-Tier local markets that Scarborough surveys along with an additional sample taken from the balance of the United States. The data was collected from adults 18+ via telephone interview, product booklet and television diary.
Last updated: 10.6.11