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 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.
Scarborough (www.scarborough.com, firstname.lastname@example.org) brings the local market to life like no other company. Our consumer insights reflect the shopping patterns, media usage behaviors across multiple platforms, and the lifestyle trends of American adults. Media professionals, marketers and agencies use Scarborough insights to: create a smarter, more informed marketing mix; conduct market-competitive analyses; plan event sponsorships and partnerships; geo-target prospective consumers; increase product sales, grow customer loyalty and for overall marketing strategy. Scarborough’s core offering of individual local-market studies spanning 120+ markets (including Puerto Rico). 77 local markets are MRC accredited. Other products and services include Analytics (customized research and express analysis) Sports and Hispanic insights and attitudinal data to help our clients address the why behind consumer behavior. Scarborough surveys more than 210,000 adults annually, and studies more than 2,000 consumer categories. Scarborough has been in business for 40 years and is a Nielsen Company (www.nielsen.com).