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.
