SAN DIEGO, Sept. 10, 2003 (PRIMEZONE) -- Maintaining its role as the nation's pioneer in lifestyle segmentation, market research leader Claritas Inc. announced today the introduction of PRIZM(R) New Evolution, a revolutionary new segmentation system that, for the first time, harnesses the power of both household and geographic level data.
Claritas President Robert Nascenzi said that PRIZM NE captures the essence of the existing PRIZM and MicroVision systems, while using a patent-pending methodology that marries demographic and lifestyle data to help companies best target their customers.
This is the fourth time in as many decades that Claritas has updated the PRIZM system, a two-year process that has kept Claritas at the forefront of segmentation development. With the new system, marketers can now reach their most profitable customers and prospects in many ways -- by household, ZIP+4, census tract, block group, ZIP Code, media market, county, state and nation. "Bar none, PRIZM NE gives you the absolute best in market context, data integration and targeting power," commented Nascenzi.
"With PRIZM NE, Claritas has created a seamless transition between household-level segmentation and traditional geodemographics by providing the same segments at both levels," Nascenzi added. "Having the ability to 'downshift' from geodemographic to household-level targeting makes it possible for marketers to move seamlessly from market planning and media strategy, to customer acquisition, cross-selling and retention."
Under the PRIZM name, Claritas pioneered geodemography in the mid-1970s, basing it on the sociological premise that "birds of a feather flock together," and that people with similar demographic traits tend to behave in the same way in the marketplace.
Reflecting America's increasing diversity over the last decade, the new system has grown from 62 to 66 segments. Some of the more notable new segments include:
Young Digerati, No. 4 -- With the boom in new computer and digital technology, this cluster represents the nation's tech-savvy singles and couples living in fashionable neighborhoods on the urban fringe.
Beltway Boomers, No. 17 -- The nation's Baby Boomers are now in their forties and fifties, and this segment reflects one group of college-educated, upper-middle-class homeowners. Like many of their peers who married late and are still raising children, these Boomers live in comfortable suburban subdivisions and are still pursuing kid-centered lifestyles.
Fast-Track Families, No. 20 -- The migration of upscale city dwellers out to the countryside can be seen in the emergence of this exurban cluster. Fast-Track Families is filled with middle-aged parents who have the disposable income and educated sensibility for a granola-and-grits lifestyle: they fish, boat and shop over the Internet -- all at high rates.
The Cosmopolitans, No. 26 -- The continued gentrification of the nation's cities has resulted in the emergence of this segment -- concentrated in America's fast-growing metros such as Las Vegas, Miami and Albuquerque. These households feature older homeowners, empty nesters and college graduates who enjoy leisure-intensive lifestyles.
Multi-Culti Mosaic, No. 54 -- Capturing some of the growth of new immigrants to the U.S.-- Hispanics now number 38 million people -- this cluster is the urban home for a mixed populace of younger Hispanic, Asian and African-American singles and families. With nearly a quarter of the residents foreign born, Multi-Culti Mosaic is a mecca for first-generation Americans who are striving to improve their lower middle class status.
Old Milltowns, No. 57 -- With the shrinking of the nation's manufacturing sector, America's once-thriving factory towns have aged, as have their residents. Old Milltowns reflects the decline of these small industrial communities, now filled with retired singles and couples living quietly on fixed incomes. These home-centered residents make up one of the top segments for daytime television.
Of course, the American landscape has not completely changed over the last decade. PRIZM NE still reflects many of the same lifestyles and clever nicknames that helped make PRIZM and MicroVision marketing leaders in consumer segmentation. Among the "old favorite" monikers still featured in PRIZM NE are: Upper Crust, Pools & Patios, Movers & Shakers, Bohemian Mix, Shotguns and Pickups, Golden Ponds and Kids & Cul-de-Sacs.
"These sixty-six segments provide marketers with the discriminating power to target their products and services to Americans in all their diversity," said Dave Miller, Claritas senior vice president for data research and development and the designer of PRIZM NE. "This is the first system to truly allow companies to seamlessly move from household to geodemographic levels without changing their targets or marketing strategy. It's a great advance for corporate America."
Claritas segmentation is available on nearly all marketing databases from such leading providers as ACNielsen, Arbitron, Gallup, IRI, J.D. Power, Mediamark Research Inc., Nielsen Media Research, NFO, NPD, Polk Automotive, Scarborough Research, and Simmons Market Research Bureau, plus nearly all major direct mail list providers. It is used by thousands of marketers at leading Fortune 500 companies across the country and around the world, providing the global currency for cost-effective marketing in an increasingly diverse and complex marketplace.
About Claritas
San Diego-based Claritas Inc. is regarded as the leading provider of intelligent marketing information and target marketing services aimed at reducing the cost of customer acquisition and growing customer value. Claritas offers over 60 marketing databases, industry leading consumer segmentation systems, consulting services and software applications for site analysis, advertising sales and customer targeting. Since 1971, Claritas has been the pre-eminent source of accurate, up-to-date information about people, households and businesses within any geographic area in the United States. Claritas is a division of VNU, a world-leading information and media company that includes ACNielsen, Nielsen Media Research, Spectra Marketing Systems, and Scarborough Research, among others. To learn more about Claritas and VNU products and services visit their web sites at www.claritas.com and www.VNU.com.
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