The new Prime Lingo tool provides users with Scarborough’s data on cross-media consumption, local shopping patterns, sports interests and demographics.

The firm’s EVP of sales, Steve Seraita (pictured), said the tool was aimed at media and marketing professionals who might not be familiar with working with research data.

“The task of ‘research’ was once reserved for statisticians, media modellers and market planners,” he said. “But now it is increasingly permeating the daily work lives of all types of people in the media, marketing and advertising industries.

“We developed Prime Lingo to be an intuitive, easy-to-use, web-based software platform with analytic functions for both novice and experienced users. We recognise the industry needs software that makes Scarborough data more accessible to all types and levels of professionals – not just the researchers.”

Some of the functions that users will be able to carry out include analysing newspaper audiences, conducting trade area analysis by zip codes, ranking media outlets by market coverage and comparing local markets with each other, and with national averages.