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Where Arbitron provides “quantitative” information, Scarborough provides “qualitative” data (lifestyles). By studying Scarborough, we can get a snapshot of who buys your product, as well as who listens to our radio stations. Then you can cross reference that data to learn all about their shopping habits, likes, dislikes, hobbies and buying patterns. It's a great research tool. Ask us and we'll research Scarborough's database for information that interests and benefits you. Scarborough information is gathered annually via booklets that are filled with lifestyle questions. Consumers fill out their questionnaire, mail it back, and we receive this data annually.
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