Welcome to Dialog, Scarborough’s Digital Publication

Dialog is your resource for insights into local markets and consumer trends, and a springboard for ideas and perspectives on reaching your target clientele. For over a year, Dialog has featured original content from Scarborough thought leaders and is the ultimate tool for understanding how to reach American consumers in the markets in which they live. Below are a few featured articles. View all articles by going to the navigation tabs on the top of the page.

Sales Manager Toolkit: Illustrate Spending Power

GroceriesSMTK2015

The value of your audience takes a whole new meaning when using Nielsen Scarborough’s spending questions. Scarborough's tools provide simple approaches to find the mean, median, and total dollars spent for dozens of categories in the database. This edition of Scarborough’s Sales Manager Toolkit uses the grocery … [Read More...]

Reaching the BFFs of Healthcare Social Media

BFFhealthcare

Now that the majority of U.S. hospitals have established a social media presence, they’ve shifted from developing social media strategies to asking how they can use them to maximize patient engagement. But in order to identify the value of their efforts, hospital marketers must gain an understanding of who they’re … [Read More...]

Top Retail Trends to Improve the Customer Journey

Top 5 Retail Trends image

Retail has undergone an omnichannel transformation into a true customer journey, consisting of many touch points on multiple platforms that drive brand engagement with every interaction. Each contact presents an opportunity to deepen the relationship with consumers and show that retailers are listening to the wants and … [Read More...]

Washington D.C., Austin, TX, and Portland, OR, Have a Healthy Outlook

Health Optimists_shutterstock_184802735

As the leading cities for consumers who have a positive outlook on their health, Washington D.C., Austin, TX and Portland, OR, have some basic health factors in common. Their residents tend to be active and belong to gyms, and enjoy various forms of exercise – from jogging and swimming to yoga and soccer. But the … [Read More...]

Sales Manager Toolkit: Securing Political Advertising Revenue

PoliticalonesheerOct

The 2012 election season is noted as the most expensive in history. What does this mean for the 2016 season and how will you secure your political advertising revenue? Advertisers and media planners/buyers use different media platforms to deliver messages – whether it’s TV, radio, online, out of home, print or email. … [Read More...]

Wine Drinkers Live The Connected Life

Wine Drinker_135232106

Recommended Pairing: Cabernet with Smartphone Whether it’s a crisp pinot grigio with an iPhone, or a smooth zinfandel with an Android, enjoying mobile devices with wine is the new popular pairing in the U.S., according to Nielsen Scarborough alcohol statistics for adults 21+. Smartphone and tablet ownership has … [Read More...]