Scarborough Partners with GfK MRI

Nielsen/Arbitron joint venture Scarborough Research has hooked up with GfK MRI to offer a service exploring the links between the attitudes of American consumers and their shopping and media consumption patterns.

The new 'Scarborough/GfK MRI Attitudinal Insights' service will combine GfK MRI's attitudinal data from more than 400 statements and segmentations with Scarborough's local and national consumer databases, allowing clients to examine consumer attitudes in conjunction with media consumption and purchasing behavior on a local and national level.

Scarborough President and CEO Tom Drouillard (pictured) comments: 'With the creation of this service, we have produced a unique and unmatched locally-driven data set. The Scarborough service already helps our clients understand the who, what and where of their consumers, now we are enthusiastic to join with GfK MRI to bring the why.'

Web sites: www.scarborough.com and www.gfkmri.com .