Scarborough Research

Scarborough^[1] is a United States based market research company that measures shopping patterns, media usage across platforms, and lifestyle trends of adults. Specializing in local and national consumer research, Scarborough measures over 100 local markets in the United States. Scarborough is headquartered in New York City.

Company

Scarborough is a joint venture between The Nielsen Company and Arbitron ^[2]. Scarborough began as a subsidiary of VNU and was merged with Birch Radio in 1987. VNU then sold 50% of interest in Scarborough to Arbitron in 1992. VNU was renamed as the Nielsen Company in 2007^[3].

Scarborough's major services include:

• Local market studies in over 100 markets.
• A multiple market study that combines data from the local markets measured into one database.
• A national consumer study.
• Newspaper audience ratings for print readership, website audience, and the integrated or total audience (print and online) for newspapers across the U.S.
• Hispanic consumer research.
• Analytics and custom research solutions using internet panels, re-contact studies, segmentation analysis, and branding studies.
• The ability for clients to combine select Top-Tier Local Market Studies into one database.
• Marketing data on sports fans, teams, and leagues.
• Customized research about kids, teens, and their parents.
• Customized research reports, presentation, and analyses.

Methods

Scarborough uses a 2-part survey with over 210,000 respondents. Industries served include print, digital, radio, broadcast TV, cable TV, out of home, agency and sports marketing. Scarborough’s Top-Tier Local Market Studies, newspaper audience ratings, and multiple market and national studies are accredited by the Media Rating Council (MRC)^[4].

See also

• Scarborough Sports Marketing
• Nielsen Company
• Arbitron
• Audience measurement
• Newspaper
• Consumer research

References

External Links

• Official Scarborough Website
• Scarborough Surveys
• Arbitron Services For Marketers
• Arbitron Out Of Home Companies