Scarborough Launches Youth Panel

In the US, Scarborough Research has expanded its consumer and media research services with the introduction of a new online panel specifically for the youth and teen markets.

The firm says its Scarborough Kids Internet Panel (SKIP) has been designed to provide marketers and media professionals with customized insights into consumer behaviours among the 5-17 age group.

Using a nationally representative Internet panel of around 75,000 children and their parents, SKIP also allows regional analysis. All panellists have been previously profiled on a variety of attributes, such as demographics and technology usage, to help with pre-screening and identifying specific segments.

'Today's young people are a challenging group to understand and connect with,' said President and CEO Bob Cohen. 'Marketing efforts need to be equally sophisticated in order to have meaningful impact, and the SKIP service helps create this impact by going beyond standard measurements to give marketers customized insight.'

Panelists are invited to participate in the online survey via e-mail, and parents of those under the age of 13 are copied in on the invitation. Fully compliant with the Children's Online Privacy Protection Act (COPPA), SKIP recruits panelists via advertising on web sites, as well as via word-of-mouth.

Respondents are given incentives to complete the online surveys, and can earn points which are redeemable against merchandise online.

Scarborough, a joint venture between Arbitron and Nielsen, measures the lifestyle and shopping patterns, media behaviours and demographics of American consumers. Web site: www.scarborough.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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