Recently, the technology associated with Universal Prod
uct Code (UPC) scanners has given rise to the development
of a number of research middlemen who accumulate, store,
and analyze data for an as yet undescribed clientelle. This
is a study which describes these end-users of UPC derived
data and scanner based research from two standpoints. The
first takes an organizational demographical approach in
profiling the most likely adopter. The second explores user
applications of scanner based research. A national sample
of directors of marketing research is utilized to develop the
organizational profile of the user of scanner based research.
Findings show that general usage is (but specific usage ap
plications are not) related to the demographics of the
organization.
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