March 4, 2010

Are you including qualitative with every proposal that goes out the door? Really?

Qualitative, in a market where 2/10th's of a rating point can differentiate #1 from #10 in many key demos, can be the silver bullet to you getting on a buy or not.

Dig deeper ... there is terrific information in there and by combining it with multiple listener profiles that support your case for your client helps you jump off the ranker page.

Then make sure it doesn't just live on paper ... Invite the Scarborough people in to re-train your staff on its usage. The software is better and easier to use than ever and your team needs to know how to actually present this stuff, not just incorporate it into a Tapscan run.

Also, Scarborough recently announced that they are expanding their panel to include cell phone-only households, which obviously is a good thing.