Geoscape and Scarborough partner to help Marketers.

Scarborough Research and Geoscape announced a new partnership that enables marketers to improve their efforts toward Hispanic consumers by bringing in-depth information on the buying power, brand loyalty, media preferences and acculturation to the marketing and media industries. It is the first time that Geoscape’s sophisticated Hispanicity segmentation system will be added to Scarborough’s widely-recognized consumer studies and Hispanic databases, adding a treasure trove of information such as Hispanic product consumption by acculturation level, and local brand shopping preferences by cultural preference. This intelligence drives communications planning, brand strategy and marketing strategy for any business or product wishing to tap into the ever-growing Hispanic consumer base.

“The combination of Scarborough and Geoscape data is a huge asset because it goes deep into the ‘real world’ environment of today’s Hispanics – where they shop, what media they consume, technology adoption, and more – all through the spectrum of valuable acculturation insights such as language preference and country of origin. It is an asset to any brand needing granular Hispanic insight,” said Arthur Rockwell, vice president, sales, Geoscape.

“As it unfolds, the 2010 Census data is telling a profound story about Hispanic population growth, and this is going to require marketers to rethink their multicultural marketing strategies,” said Brian Condon, executive vice president, Scarborough Research. “That is why this Scarborough-Geoscape partnership is so necessary at this time. It adds dimensions to Census data that go beyond demographics to paint a portrait of how this valuable consumer group lives, so, in turn, you can craft strategy, messaging and campaigns that will make an impact – locally and nationally.”