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MK401: Fall 2021 (Flynn)

This research guide has been created for students taking MK401 with Professor Erin Flynn during the Fall 2021 semester.

About Claritas 360 & PRIZM Segmentation

Claritas 360

Watch this video for a brief introduction to the information and reports available in Claritas 360.


PRIZM Segmentation

PRIZM Premier is a consumer segmentation system that classifies every U.S. household into one of 68 consumer segments. The segments are defined according to socioeconomic rank including characteristics such as income, education, occupation, home value, Income Producing Assets (IPA) indicators, and technology use.

The 68 segments are grouped into 11 Lifestage Groups and 14 Social Groups.

  • Lifestage Groups Within three Lifestage classes—Younger Years, Family Life, and Mature Years—the 68 segments are further grouped into 11 Lifestage Groups. Each Lifestage Group's combination of the three variables—affluence, householder age, and presence of children at home
  • Social Groups The 14 social groups are based on Urbanicity class and affluence.  Within four urbanization class categories—Urban, Suburban, Second City, and Town & Rural—the 68 segments are then sorted into 14 groups based on affluence.

Segmentation Reports

Segmentation reports provide detailed information about each segment or target group in a selected segmentation system within your specified analysis area. There are a number of segmentation reports to choose from, but I recommend starting with the three reports listed below then explore other types of reports.

Market Potential report 

This report shows how strong a behavior/profile is in your market and can help you determine if your market has enough people or households participating in a target behavior (e.g. running) to support a product or service. 

Search Tips:

  • Navigation: click on Reports, then Segmentation Reports, then Lifestyler Reports, then Market Potential
  • When building the report you will be asked to select a base; it is generally recommended to select Households (ZIP+6 Based) as your base.
  • To identify profiles enter keywords in the search box (e.g. running, athletic, etc.) or browse the Consumer Profiles tree to locate the profiles (products/services/behaviors) you'd like to include in your search. For example:
    • Activities in Past 12 Months, Running, Any
    • Activities in Past 12 Months, Running, Organized Race 
    • Buy running/jogging shoes in past year
    • Amount spent on running clothing
    • Amount spent on running/jogging shoes

Additional Help: Market Potential Walkthrough and Market Potential Report - Interpretation & Calculations

Segment Distribution report

This report shows how many households in your market fall into each of the 68 PRIZM Premier segments. It can help you determine if your target market has enough of your target segment in it to support your product or service. It can also help you determine which are the most common segments in your market to better understand your market makeup.

Search tips: 

  • Navigation: click on Reports, then Segmentation Reports, then Market Overview reports, then Segmentation Distribution
  • Select Projection Data set to Households (Zip+6 Based)

Additional Help: View the Segment Distribution Interpretation and Calculations for additional information.

Profile Worksheet report

This report provides details on usage of a product or service by each of the 68 PRIZM segments within the entire country or a selected analysis area (see box below for PRIZM information). 

Search Tips:

  • Navigation: click on Reports, then Segmentation Reports, then Profiler reports, then Profile Worksheet
  • When building the report you will be asked to select a base; it is generally recommended to select Households (ZIP+6 Based) as your base.
  • To identify profiles enter keywords in the search box (e.g. running, athletic, etc.) or browse the Consumer Profiles tree to locate the profiles (products/services/behaviors) you'd like to include in your search. For example:
    • Activities in Past 12 Months, Running, Any
    • Activities in Past 12 Months, Running, Organized Race 
    • Buy running/jogging shoes in past year
    • Amount spent on running clothing
    • Amount spent on running/jogging shoes

Additional Help: Profile Worksheet Walkthrough and Profile Worksheet Report - Interpretation & Calculations