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. Dialog features 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.

Hometown Pampered Pets


Many U.S. adults would say pets play a vital role in the family dynamic and apparently they are being treated as such. According to Nielsen Scarborough, over a third (37%) of U.S. adults own a pet and agree they deserve to be pampered. Whether buying a specific type of pet food or splurging on accessories, it’s nothing … [Read More...]

Sales Manager Toolkit: Showcase Your Online Shopping Audience This Holiday Season


With 2014 Cyber Monday spending reaching record numbers, the importance of positioning your audience as active online shoppers is critical for increasing your revenue in the 2015 Holiday shopping season. The goal is to prove the influence of your digital shoppers, as well as to help your potential advertisers better … [Read More...]

Sales Manager Toolkit: Illustrate Spending Power


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


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

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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

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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...]