Scarborough Research, a research company best known in the media field for its measurement of local newspaper usage, Tuesday announced it has begun providing monthly and quarter reports on consumer
product usage trends. The new service, dubbed Scarborough Consumer Tracker, compiles Scarborough's ongoing consumer product booklet surveys in real-time. Historically, Scarborough has released such
data in conjunction with its twice annual newspaper telephone surveys, as well as single-source studies on other media. Scarborough executives said it was feasible that the company might also
accelerate the frequency of its newspaper research reports, the key newspaper planning tool used by media buying agencies.