Looking Glass Inc. Aligns With Scarborough Research

Share this article:
Marketing strategies company Looking Glass Inc., Denver, formed an alliance with Scarborough Research, New York, to combine its household-based market segmentation system -- Cohorts -- with Scarborough's local market research capabilities.


Marketers can use the alliance to identify consumer segments on a local market basis using demographic, lifestyle, media use and purchase characteristics.


Advertising agencies can take advantage of the Cohorts Integrated Media Planning capability to develop branding strategies that capitalize on the strengths of direct marketing. They also can use it to develop customer profiles to present to prospective clients. For newspaper publishers, it can link circulation and market research in a cooperative effort to develop direct marketing programs.
Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

Russ Klein Tapped to Head American Marketing Association

Russ Klein Tapped to Head American Marketing Association

The former Burger King and 7-Eleven CMO takes over as the organization looks to expand globally.

Publicis Launches New Digital Agency

Publicis Launches New Digital Agency

Roar, an amalgam of top digital talent from across Publicis Groupe, will be led by Zenith OptiMedia veteran Sean Reardon.

RAPP Names Orlov CEO

RAPP Names Orlov CEO

The Volkswagen marketing executive is a veteran of Wunderman and WPP.