Scarborough[1] is a United States–based market research company that measures shopping patterns, media usage across platforms, and lifestyle trends of adults.
[5] As of 2013, Scarborough research interviewers were not empowered to remove contacted individuals from their lists on request, citing privacy concerns,[6] leading to complaints from an antagonized pool of potential respondents.
This division measures purchasing habits of sports fans for teams, leagues, marketers and media professionals.
The data gathered by Scarborough is used by clients to learn more about and assist with corporate sponsorships, fan development, merchandising, promotion, competitive information, ticket sales, marketing, media selling, media placement and schedules.
Scarborough’s studies are used to determine information on local and national markets throughout the United States.