NEW YORK, Nov. 13, 2012 /PRNewswire/ -- Local market consumer research firm Scarborough today formally announced its entrance into the Puerto Rico DMA™ with a premier new insights service. Currently in the field utilizing a representative sample, the new service named Scarborough Puerto Rico, will include expansive attitudinal data as well as a comprehensive array of consumer behavior-based measures. The Puerto Rico data will include media consumption patterns, consumer attitudes and information on vital advertising categories such as automotive, retail, technology, shopping, finance, banking, telecommunications, fast food and consumer packaged goods.
Scarborough Puerto Rico will provide an invaluable resource to support the Puerto Rico media outlets and the agency community in the planning, buying and selling of advertising. The service can also be used to generate new business, conduct competitive analysis, and create winning marketing plans. Additionally, Scarborough Puerto Rico will incorporate data from The Nielsen Company and Arbitron Inc. in the new service which helps to calibrate the transactional currency data with the qualitative attributes. Insights can be drawn from the service on how many consumers use media or engage in an activity, comprehensive details as to who they are, what they buy and their attitudes on a variety of key characteristics.
"It has been our pleasure to get to know and experience the vitality of the Puerto Rico market. Scarborough has provided a level of excellence to consumer insight data in the continental U.S. for over 35 years by working with our clients to develop solutions," commented Brian Condon, executive vice president of commercial development for Scarborough. "I speak for all my Scarborough colleagues when I say we look forward to further developing our relationships with the media, agency and marketer communities in Puerto Rico. With our data, as well as our full in-market sales and client support, Scarborough seeks to create premium insight services to support their business goals and help them thrive."
"I am proud to support bringing the Scarborough service, a trusted and first-rate U.S. data source, to Puerto Rico, said Victor Vazquez, executive director of Puerto Rico media for Nielsen. "Scarborough's proven methodologies and data sets will provide invaluable insights into the media behaviors, consumer purchasing and attitudes for the Puerto Rico marketplace. I am also thrilled that my team as well as a new dedicated resource will be leading the in-market sales and client service for Scarborough."
The first six month Puerto Rico data deliverable will be available in spring of 2013. In addition to the methods research, analytical and sales staff that Scarborough has in the continental U.S., the company will have a sales and service team based locally. The Puerto Rico research service will be available to access and analyze through Scarborough's web-based and intuitive PRIME Lingo® software.
About Scarborough Research
Scarborough (scarborough.com, firstname.lastname@example.org) measures American life. Our consumer insights reflect shopping patterns, media usage across platforms, and lifestyle trends for adults. Media professionals and marketers use Scarborough insights to make smarter marketing/business decisions on things like ad placement, multicultural targeting, and sponsorship opportunities. The company's core syndicated consumer insight studies in 77 Top-Tier Markets, its Multi-Market Study and its national USA+ Study are Media Rating Council (MRC) accredited. Other products and services include Scarborough Mid-Tier Local Market Studies, Hispanic Studies and Custom Research Solutions. Scarborough measures 2,000 consumer categories and serves a broad client base that includes marketers, advertising agencies, print and electronic media (broadcast and cable television, radio stations), sports teams and leagues and out-of-home media companies. Surveying more than 210,000 adults annually, Scarborough is a joint venture between Arbitron Inc. (arbitron.com) and The Nielsen Company (nielsen.com).
SOURCE Scarborough Research