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Scarborough begins gauging local consumer trends

Scarborough Research, a company dedicated to gathering insight on consumer shopping patterns, media usage across platforms, and lifestyle trends for adults, formally announced its entrance into the Puerto Rico market.

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 a resource to support local media outlets and the agency community in the planning, buying and selling of advertising, which can 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, company executives said.

“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 more than 35 years by working with our clients to develop solutions,” said 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,” he said. “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.”

The first six-month package of Puerto Rico data 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.

“I am proud to support bringing the Scarborough service, a trusted and first-rate U.S. data source, to Puerto Rico, said Víctor Vázquez, 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,” Vázquez said.

Author Details
Author Details
Business reporter with 29 years of experience writing for weekly and daily newspapers, as well as trade publications in Puerto Rico. My list of former employers includes Caribbean Business, The San Juan Star, and the Puerto Rico Daily Sun, among others. My areas of expertise include telecommunications, technology, retail, agriculture, tourism, banking and most other segments of Puerto Rico’s economy.

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