Going Green for Permission Research

I recently stumbled across a Twitter thread concerning comScore, a leading digital audience measurement organization. This thread reminded me that I haven’t been to the comScore site in a while and they are practically my neighbors here in Northern Virginia. For those of you unfamiliar with comScore they provide the following factoids on their site that help give some perspective to what they do (and how they make money!):

· comScore is a leading source of data on mobile as well as PC-based Internet usage

· comScore data are truly global – the company tracks more than 3 million unique websites worldwide and the comScore panel includes consumers from 170 countries

It was wonderful to see a front page link for the corporate social responsibility (CSR) program, as CSR often gets buried in secondary pages. It appears as though comScore, “…has partnered with Trees for the Future to plant a tree for each new person who joins PermissionResearch (a division of comScore) through the comScore Trees for Knowledge campaign.”

Digging deeper into the PermissionResearch site, I realize they have a great CSR pitch and outline very specific, and appealing, member benefits. They have software downloads (free) that range from power management software to screensavers. Additionally, there is a points-based rewards program that is a catalogue of interesting consumer products which might appeal to the CSR demographic (i.e. tents – apparently we like the outdoors a lot).

What’s in all this for comScore? Engaged research panelists that likely fit a demographic that is attractive to their customers (opinion-elites) and why, yes, trees planted to offset our carbon footprint. Hats off to comScore for developing a program that wasn’t sent to the secondary or tertiary page dungeon, clearly outlines attractive benefits for participants and also serves to move their business forward. Well done.