Scarborough enters the Youth/Teen Research Market.

Scarborough Research announced that it is expanding its consumer and media research services to include custom studies for youth and teen markets via a new Internet panel. The company has launched the Scarborough Kids Internet Panel, or “SKIP.” The new custom research service gives marketers and media professionals customized insights into the consumer behaviors of children ages 5-17.

“Modern kids have more influences in their lives than ever before. New social networking experiences and technologies as well as more traditional factors such as parents and established media are affecting their decisions,” said Bob Cohen, president and CEO of Scarborough Research. “When you add up these various influence and interactivity factors, you can see that today’s young people are a challenging group to understand and connect with — they are highly mobile and complex marketing targets. 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.”

SKIP utilizes a nationally representative Internet panel of approximately 75,000 children and their parents. The panel also features regional analysis capabilities, so marketers can get a local perspective of teen/youth behaviors if desired.

“SKIP was added to our suite of Custom Research services based on marketplace demand, as our clients are seeking youth and teen insights that will help them develop more effective marketing,” said Steve Seraita, executive vice president of sales, Scarborough Research. “Two key benefits of SKIP include the ability to create regional profiles, as well as the potential to ascertain youth insights without having to make the investment required to create a custom study from scratch.”

For more information at http://www.scarborough.com