IQ News: Inks Pact With Arbitron, a marketing information portal, is currently beta testing a new feature granting subscribers access to Arbitron NewMedia’s Pathfinder survey of consumers’ attitudes toward technology and new media. The full rollout is expected by year-end. Arbitron eventually will use’s back-end system to deliver the Pathfinder data online to Arbitron Web site users.
The Pathfinder data, no relation to the same-named network of sites run by Time Inc. New Media, forms one of several databases on the site. The site’s mission is to put marketing data at the fingertips of everyone from brand managers to ad directors. It’s hoped that the data, supplied by companies that gather marketing information, will help level the playing field between data-haves and data-have-nots.
The easy access to information is part of a trend, said Scott Gray, vice president of Web information solutions at New York-based “Information is becoming accessible to everyone in an organization,” explained Gray. “It’s information empowerment.”
Users can now utilize Pathfinder data to run customized reports. Various research studies and cross-tabulated data reports are also available as Arbitron “data-to-go” products (available now), which can be bought via the site. boasts a client base of over 1,000 companies, including Microsoft, the National Football League, ABC Television, Sprint, PriceWaterhouseCoopers, Cox Interactive, DoubleClick and Disney.–Sloane Lucas