Scarborough and Geoscape in Hispanic Link

In the US, Scarborough Research has partnered with multicultural consumer intelligence provider Geoscape to offer in-depth information about Hispanic consumers' buying power, brand loyalty and media preferences.

Scarborough measures the lifestyle, shopping patterns, media behaviors and demographics of American consumers, and its local market studies include in-depth information about Hispanic adults living in 77 US cities. Data can be analysed by many different sub-groups, for example texters or those shopping at Wal-Mart in the past month.

Geoscape offers a variety of geo-demographic consumer, business and media databases, as well as analytics and research services. Through the partnership, its 'Hispanicity' segmentation system will be added to Scarborough's consumer studies and Hispanic databases. Hispanicity is a tool that segments Hispanics according to different cultural practices, language, preference, time in the country, and other indices. For example, the 'Americanizado' segment includes mainly English speaking adults who were born in the US, while the 'Hispano' segment comprises adults who prefer speaking Spanish despite being in the country for more than ten years, having immigrated as adults.

'As it unfolds, the 2010 Census data is telling a profound story about Hispanic population growth, and this is going to require marketers to rethink their multicultural marketing strategies,' states Brian Condon, EVP, Scarborough Research. 'This Scarborough-Geoscape partnership adds dimensions to Census data that go beyond demographics to paint a portrait of how this valuable consumer group lives.'

Arthur Rockwell, VP, Sales at Geoscape adds that the combination of the two firms' data will be an asset to any brand needing granular Hispanic insight.

Scarborough is a joint venture between Arbitron and Nielsen. Web sites: www.scarborough.com and www.geoscape.com .