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 81 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 81 local market studies cover adults ages 18+ in 81 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. Mid-Tier Local Market Studies are available in:
Beaumont-Port Arthur, TX
Bluefield-Beckley-Oak Hill, WV
Bryan-College Station, TX
Burlington, VT-Plattsburgh, NY
Charleston, SC
Charlottesville, VA
Chico-Redding, CA
Columbia, SC
Corpus Christi, TX
Duluth, MN-Superior,WI
Grand Junction-Montrose, CO
Harrisonburg, VA
Huntsville-Decatur, AL
Jackson, MS
Johnstown-Altoona, PA
Joplin-Pittsburg, MO
Lincoln, NE
Medford-Klamath Falls, OR
Monterey-Salinas, CA
Myrtle Beach-Florence, SC
Omaha, NE
Palm Springs, CA
Parkersburg, WV
Peoria, IL
Reno, NV
Salisbury, MD
Santa Barbara-Santa Maria-San Luis Obispo, CA
Savannah-Hilton Head, GA
Springfield-Holyoke, MA
Terre Haute, IN
Tyler-Longview, TX
Waco, TX
Wasau-Stevens Point, WI
Wheeling, WV-Steubenville, OH
Williamsport, PA
Wilmington, NC
Yakima-Pasco-Richland-Kennewick, WA
Youngstown, OH
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 33 of the most concentrated Hispanic DMAs, plus additional Hispanic respondents from Scarborough’s Local Market Hispanic Studies. With a sample size of 32,000 respondents, subscribers now have the ability to easily perform in-depth analyses and comparisons across local markets, brands, media outlets and retailers. Subscribers can explore consumer behavior in important Hispanic marketing categories such as finance (including banking and insurance), beverage, automotive, telecommunications, media and retail shopping.
Scarborough’s Local Market Hispanic Studies can be found in nine top-tier local U.S. markets that have the highest density of Hispanic consumers. These studies are available in Chicago, Dallas, Fresno, Houston, New York, Phoenix, Sacramento, San Antonio and San Francisco. The Local Market Hispanic Studies allow a single market analysis of Hispanic consumer trends. Scarborough data on Hispanics in other traditionally Hispanic markets, such as Miami and Los Angeles, can be found in our local market syndicated studies.
Gay and lesbian consumers account for $450 billion in buying power, and Scarborough helps you better target this segment by offering a Gay/Lesbian Consumer Online Study (G/L Study). An annual survey of the demographics, lifestyles, psychographics and media patterns of gay and lesbian consumers, the G/L Study is the world’s largest gay and lesbian consumer panel online. Measuring dozens of important consumer categories and hundreds of brands, marketers can use the insights in this report to create high-impact programs.
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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 81 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: 5.14.09