Add local consumer insights to your business strategy with Scarborough
Market research fueled by real people
Consumer demographics across the U.S. are changing—quickly. You need to know who your local consumer is, as well as their unique behaviors and what motivates them. Nielsen Scarborough’s consumer insights provide the detailed information you need to understand today’s evolving consumers, regardless of their market or industry.
Cross-Platform Consumer Profiles
Get into the head of consumers
Gain a better understanding of consumer lifestyles, shopping behaviors and media consumption and understand what consumers are watching, listening to and reading across digital and traditional platforms.
Inclusive Reporting
Connect with diverse consumers
Gain behavioral insights and understand the needs of segments like the LGTBQ+ community, Hispanic audiences, streamers, sports betters and other highly sought-after audiences.
Research Fitted To Business Needs
Uncover nuance to drive growth
Compare local market behaviors to the rest of the population, analyze consumer opinions across key categories, strategize across specific verticals like healthcare, dig deep into the habits of podcast audiences‒or even explore custom audiences.
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Unparalleled coverage
Locally rooted, nationally comprehensive
Nielsen Scarborough captures local and national consumer insights across 2,000+ categories including leisure activities, shopping behaviors, purchasing patterns and media consumption. Conducting 330,000+ surveys a year throughout the U.S. Nielsen Scarborough ensures that advertisers and media companies are equipped to meet the needs of their customers and uncover new strategic possibilities.
Power of the individual
Put people back into decision-making
Consumers aren’t just one dimension. With Nielsen Scarborough’s local market insights studies, you can examine full consumer habits across areas like automotive, banking, demographics, grocery, healthcare, lifestyle, media, retail, sports, telecom, travel, voting and more. With a comprehensive picture of your consumer, make strategic decisions for sales, marketing, promotions and media buying and selling strategies.
Uncover consumer strengths
Take a competitive approach
With Scarborough, you not only uncover the unique behaviors of your consumers, but also determine and define the competitive landscape. This knowledge will give you a better understanding of the marketplace so you can develop strategies that highlight your strengths as well as create personalized messaging that wins over audiences.
Are you interested in purchasing Scarborough Reports?
Scarborough Industry Reports
Choose your industry and purchase now. Access 83 DMAs in your chosen category to uncover consumer insights. Ideal for those looking to engage in market research for industry categories by local DMA. This license is for reporting use only and cannot be used for ad targeting, media buying or sales.
Comprehensive Scarborough Access
Full Scarborough access across all DMAs and industry categories, with the flexibility to pull and create expanded reports or data tables.
