Blending old and new for better targeting

MediaPost
"Traditional research is less intrusive than online questioning, and reality checks are infinitely easier. To take an extreme example, while the Internet cannot tell you that males of a certain age and income, living in a particular ZIP code, are exponentially more likely to own a basset hound and eat smoked tofu, while also being measurably more inclined to buy small red two-seater sports cars, traditional research, if such people exist, has long since found them, and it knows where they live.
What, then, if you were to jump the fence, grab some of the data amassed by traditional researchers, and add it to your pot? Suddenly you'd be operating in a different league."