Scarborough Research, the leader in local market consumer and media information, announced today that the company is evaluating the opportunity to expand its local market services. Scarborough is in the process of fully exploring the option of measuring additional markets. Presently, the company measures 81 U.S. DMA’s™ through its Top-Tier Service (for a complete list see www.scarborough.com/schedule.php). In addition to these Top-Tier markets, Scarborough has added another 15 markets through a Mid-Tier study over the past two years. For the Top-Tier and Mid-Tier services, the Scarborough survey measures retail shopping behavior, multimedia usage and leisure/lifestyle patterns of adults ages 18 and older. As Scarborough expand s into new local markets, the company’s goal is to develop the optimal service to meet the local business opportunities. This information is used by media companies, advertising agencies and marketers in the planning, buying and selling of media, as well as in strategy development, customer acquisition and retention.
“The Scarborough brand name is synonymous with local marketing. Expand ing the markets we survey is a logical extension of our expertise,” commented Bob Cohen, president & CEO of Scarborough Research. “The marketplace receptivity and interest in our Mid-Tier services demonstrates that there is an escalating demand for our customers to understand consumer behavior in additional local markets. Taking into consideration the distinctions and dynamics of consumer purchasing and media preferences—no matter if it is Main Street or Wall Street—is paramount for success in today’s increasingly fragmented retail and media land scape.”
