Consumer insight and research firm Scarborough today announced the unveiling of their latest consumer data set, Scarborough Puerto Rico. This is the company’s first venture into qualitative data for the Puerto Rico market. Scarborough will host professionals from the local media, marketing and advertising agency communities this evening at the Conrad San Juan Condado Plaza to preview and celebrate the data release.
“Quality is a key ingredient for all the Scarborough branded services and my team is proud to launch this new insights study that we have created in partnership with the Puerto Rico media and advertising communities,” says Tom Drouillard, CEO of Scarborough. “Our in-market and stateside client service teams are ready to support our growing Puerto Rico client base and get them up and running to use the data as soon as possible.”

Scarborough announced its entry to Puerto Rico late last year. In addition to demographics, lifestyle activities, attitudes and media consumption patterns, the company has been collecting data in the market on vital advertising categories such as automotive, shopping, technology, banking, telecommunications, fast food, and consumer package goods. Scarborough Puerto Rico also incorporates data from The Nielsen Company and Arbitron Inc., to calibrate the transactional currency TV and radio data with Scarborough’s qualitative attributes. It is available to access and analyze through Scarborough’s web-based and intuitive PRIME Lingo® software.

Scarborough Puerto Rico will be used by media, agencies and marketing professionals to generate new business, profile consumers, understand the competitive marketplace and create winning marketing plans. Insights can be drawn from the service on how many consumers use media or engage in an activity as well as comprehensive details on who they are, what they buy and their attitudes on a variety of key characteristics.

“It has been my pleasure to work over the past year with the Scarborough team and my Puerto Rico colleagues to develop this new service that helps paint a more brilliant portrait of the Puerto Rico consumer and provides a much needed premium data source for our marketplace,” said Victor Vazquez, executive director of Nielsen Puerto Rico – Media. “Now that the data is available, my team will be the in-market client support to ensure that all customers have the resources necessary to make the most of their Scarborough investment.”

Scarborough’s first six-month Puerto Rico data deliverable is available now. In addition to the methods research, analytical and sales staff that Scarborough has in the continental U.S., the company hosts a sales and service team based locally.

“In the current and hyper-competitive environment, media and marketers alike need a vast toolbox of actionable data in order to be as efficient and effective as possible with all of their advertising and marketing strategies,” commented Cheryl Greenblatt, SVP of Sales for Scarborough. “Scarborough’s representative and robust sample size, depth of brands and categories, easy-to-use software and knowledgeable client support team will provide our customers with the powerful punch they need to best compete in this marketplace.”

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