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Scarborough Launches PRIME Lingo
In New York, Scarborough Research has announced the launch of PRIME Lingo™, a new web-based software platform giving non-specialist users desktop access to data including consumer lifestyles, cross media consumption, sports interest and demographics.
The software combines access across Scarborough's local and national databases with analysis tools which it says can be used by all types and levels of professionals, not just researchers. The firm says 'Lingo' refers to the software's ability to 'easily unlock data stories so users can speak the same language or dialects as the businesses and clients they are serving.'
Steve Seraita, Executive Vice President of Sales says: 'The task of 'research' was once reserved for statisticians, media modellers and market planners. But now it is increasingly permeating the daily work lives of all types of people in the media, marketing and advertising industries.'
The product will help users to profile consumer shopping patterns, including product consumption, planned purchases, amount spent on products, and local retail brand analysis. The development process involved input from a board of client advisors across the media and marketing sectors the company serves. Scarborough began the rollout of the first version of this new system in May 2010 and continues to add and enhance features and applications regularly.
PRIME NExT, Scarborough's current software platform, is still in use and will not be phased out until PRIME Lingo™ has been introduced across all client sectors.
Scarborough is a joint venture between audience measurement giants Arbitron and Nielsen. Web sites: www.scarboroughresearch.com and www.myprimelingo.com .
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