The Who-Ville of Scarborough: Identifying Who and What

Training Tips on Using Your Scarborough Data: Exercise #6

Just like poor little Cindy Lou who was confused in Dr. Seuss' How the Grinch Stole Christmas, your AEs may get confused by the Who's and What's of Scarborough. Using a Profile Report in QUALITAP is one of the most basic, yet important, reports you can generate when using Scarborough data, and it all begins with "Who" and "What."

Instructions for the Leader

Step One:

Have your AEs count off in 3's (1, 2, 3, 1, 2, 3, 1, 2, 3, etc.)

Suggested Online Courses

If your reps need more help with this topic, they may want to take:

Scarb 102–How to Create a Profile Report
Scarb 103–Prospecting Local Direct Business
Scarb 104–It’s All About the Client
Scarb 105–Five Scarborough Stories You Can Use Today

To register, go to www.ArbitronTraining.com

For more information on Scarborough, go to www.Scarborough.com

Step Two:

Have all 1's run a Profile report using the MARKET as "Who"
Have all 2's run a Profile report using their STATION as "Who"
Have all 3's run a Profile report using a CLIENT as "Who" (select a name brand, e.g., Home Depot, or a generic "client," such as people planning on buying furniture in the next year)

For the "What" CATEGORIES, ask each AE to pull something different so everyone has a slightly different report. For example, type of vehicle plan to purchase, items/services plan to purchase in the next year, Sunday newspapers read last Sunday, etc.

Step Three:

Have the AEs present their Profile reports to the group. What happens when the "Who" of the report is changed? Discuss with your staff why it's important to know "Who" they are trying to find information about—and why it shouldn't always be the station.

Additional Instructional Materials

Profile Report step-by-step guide.

Profile Report how to read guide.

Sales Tip Archive

More sales tips are coming your way. We'll keep each tip on file for you at www.arbitron.com.