Scarborough Research Launches PRIME Lingo™

NEW YORK, Nov. 9, 2010 /PRNewswire/ -- Scarborough Research announces the launch of PRIME Lingo™, the company's new web-based software platform. The software brings Scarborough's in-depth data on cross-media consumption, local shopping patterns, consumer lifestyles, sports interest and demographics to the desktops of media and marketing professionals. PRIME Lingo™ features data analysis tools that enable users to more easily access and analyze consumer behavior insights from all of Scarborough's local and national databases.

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"The task of 'research' was once reserved for statisticians, media modelers 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," said Steve Seraita, executive vice president of sales, Scarborough Research. "That is the very reason why we developed PRIME Lingo™ to be an intuitive, easy-to-use, web-based software platform with analytic functions for both novice and experienced users. We recognize the industry needs software that makes Scarborough data more accessible to all types and levels of professionals—not just the researchers."

The launch of PRIME Lingo™ follows an aggressive development process that included 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.

The name "PRIME Lingo™" was developed to represent key brand attributes and client benefits for the software. The word "PRIME" was carried-over from the company's data analysis software, "PRIME NExT." The term "Lingo" is meant to represent 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.

The functionality listed below includes primary capabilities and applications for PRIME Lingo™. The majority of it is available in the current version of the software with the balance being developed and added on a regular basis.  Since PRIME Lingo™ is web-based, all updates are made automatically and continuously.

Using PRIME Lingo™, media professionals, advertising/media agencies, sports teams and leagues, and marketers will be able to:

• Profile consumer shopping patterns, including product consumption, planned purchases, amount spent on products, and local retail brand analysis. These insights can better inform local media planning, buying and selling, and strategic brand marketing.
• Trend consumer behaviors from media audiences to shopping and lifestyle shifts.
• Evaluate pre-calculated mean and median reports to demonstrate the value of a specific audience or consumer segment.
• Create reach/frequency analyses for local media outlets, broadcast television viewing, radio listening, newspaper reading and mall media exposure.  Also, users will be able to look at cross-platform reach or the reach of several different media within one report.
• Analyze newspaper audiences (online, in print, and combined print/online audience).
• Examine countless demographic groups, such as Hispanics, African-Americans, younger adults, working moms, and Baby Boomers.
• Conduct trade area analysis via customized aggregations of zip codes, to inform regional marketing and planning strategies.
• Rank media outlets by market coverage, demographic reach or the penetration of other consumer targets, such as new car shoppers.
• Examine consumer behaviors such as fandom of sports teams and leagues across the nation or attendance at local events. This data informs sponsorship and event marketing strategies as well as sports fan development.
• Compare and contrast local markets to each other and against national averages.
• Develop multi-media plans for specific advertising/marketing targets.

Scarborough's PRIME Lingo™ intuitive interface includes:  

• A GO! Guide or "wizard" to help first-time or novice users access the insights they need.
• Graphing functions to quickly output data insights into presentation ready graphs.  
• Information sharing features to promote collaboration among multiple users at a single company, improving efficiency.
• 24/7 customer support & training with a team of specialized trainers versed in PRIME Lingo™ and Scarborough data applications.  
• Access to all Scarborough studies plus special segmentations and other research products that can be combined with Scarborough data, such as the VALS™ system, PersonicX® and PRIZM NE segmentations.
• A web-based interface accessed via a unique login to www.myprimelingo.com, eliminating downloads and installations of software.

"Software is the interface our clients use to touch, experience, and ultimately analyze Scarborough data," said Mr. Seraita. "No matter if our clients are developing a new business pitch to a local auto dealership or planning a national multimillion dollar sports sponsorship for a major brand, they need easy access to consumer insights to help them speak the same language, or 'Lingo' as their client or prospect."

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 data continues to be available via third-party software platforms.

For more information on PRIME Lingo™ or to receive a demo, log on to www.myprimelingo.com or email [email protected].

About Scarborough Research

Scarborough Research (www.scarborough.com, [email protected]) measures the lifestyle and shopping patterns, media behaviors and demographics of American consumers, and is considered the authority on local market research. Scarborough's core syndicated consumer insight studies in 77 Top-Tier Markets, its Multi-Market Study and its national USA+ Study are Media Rating Council (MRC) accredited. Other products and services include Scarborough Mid-Tier Local Market Studies, Hispanic Studies and Custom Research Solutions. Scarborough measures 2,000 consumer categories and serves a broad client base that includes marketers, advertising agencies, print and electronic media (broadcast and cable television, radio stations), sports teams and leagues and out-of-home media companies. Surveying more than 210,000 adults annually, Scarborough is a joint venture between Arbitron Inc. (www.arbitron.com) and The Nielsen Company (www.nielsen.com).

SOURCE Scarborough Research

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