Practice Makes Perfect

Training Tip on Using Your Scarborough Data: Exercise #38

As with any skill, the more you practice doing something, the faster you get at doing it. Let's see how quick and easy it is to use Scarborough data after you've practiced and used it frequently!

Instructions for the Leader(s):

Step 1:
Assign each of your Account Executives a business category that they will need to find Scarborough information on.

Step 2:
After the Account Executives have pulled reports on their assigned business category, ask them to go back to the Scarborough data and find a story for their category and provide the reports as their sourcing. The AEs should run at least one Instant Qualitative Profile Report (IQP) and one Profile Report for their category. Give them up to 10 minutes to find the data and put the story together. After the 10 minutes, have them regroup and present the stories to their peers.

Step 3:
The first Account Executive that returns can choose who presents their story first. (As an added incentive, also offer a station prize if possible.) To be eligible to win, the AEs must have run at least one IQP and one Profile Report for a potential client in the business category they were assigned.

Additional Instructional Materials

For Qualitap Users:

For Tapscan Web Users:

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