Geodemographic Segmentation

Geodemographic Segmentation

o identifies specific households in a market by focusing on local neighborhood geography

o create classifications of actual, addressable, mappable neighborhoods where consumers live and shop

Potential Ranking Index of Zip Markets- New Evolution

o14 distinct groupso66 demographically and

behaviorally distinct types, or "segments,“

oto help marketers discern those consumers’ likes, dislikes, lifestyles and purchase behaviors

http://www.claritas.com/MyBestSegments/Default.jsp?ID=7020&menuOption=learnmore&pageName=PRIZM%2BSocial%2BGroups&segSystem=PRIZM

Urban Uptown

o home to the nation's wealthiest urban consumers

o midscale to upscale, college educated and ethnically diverse, with above-average concentrations of Asian and Hispanic American

o arts, shop at exclusive retailers, drive luxury imports, travel abroad, and spend heavily on computer and wireless technology

Young Digerati

Money and Brains

The Cosmopolitan

Bohemian Mix

The American Dreams

Urban Uptown

Young Digerati

Money and Brains

The Cosmopolitan

Bohemian Mix

The American Dreamso Tech-savvy and live in fashionable

neighborhoods on the urban fringe

Wealthy Younger Family Mix

Urban Uptown

o community is filled with trendy apartments and condos, fitness clubs and clothing boutiques, casual restaurants and all types of

04 Young Digerati

http://www.claritas.com/MyBestSegments/Default.jsp?ID=38&id1=1027&webid=&id4=01&social=yes

Young Digerati

Money and Brains

The Cosmopolitan

Bohemian Mix

The American Dreams

Urban Uptown

o have it all: high incomes, advanced degrees, and sophisticated tastes to match their credentials

Wealthy Older Family Mix

o married couples with few children who live in fashionable homes on small, manicured lots.

07 Money and Brains

http://www.claritas.com/MyBestSegments/Default.jsp?ID=38&id1=1027&webid=&id4=01&social=yes

Young Digerati

Money and Brains

The Cosmopolitan

Bohemian Mix

The American Dreams

Urban Uptown

o the nation's most liberal lifestyles, ethnically diverse, progressive mix of young singles, couples, and families ranging from students to professionals.

Upper Mid Middle Age Family Mix

o early adopters who are quick to check out the latest movie, nightclub, laptop, and microbrew.

16 Bohemian Mix

http://www.claritas.com/MyBestSegments/Default.jsp?ID=38&id1=1027&webid=&id4=01&social=yes

Young Digerati

Money and Brains

The Cosmopolitan

Bohemian Mix

The American Dreams

Urban Uptown

o Educated, upper-midscale, and ethnically diverse, urbane couples in America's fast-growing cities.

Upper Mid Older Mostly w/o Kids

o A vibrant social scene surrounds their older homes and apartments, and residents love the nightlife and enjoy leisure-intensive lifestyles.

26 The Cosmopolitan

http://www.claritas.com/MyBestSegments/Default.jsp?ID=38&id1=1027&webid=&id4=01&social=yes

Young Digerati

Money and Brains

The Cosmopolitan

Bohemian Mix

The American Dreams

Urban Uptown

o living example of how ethnically diverse the nation has become: just under half the residents are Hispanic, Asian, or African-American

Upper Mid Middle Age Family Mix

o One in three speaks a language other than English middle-aged immigrants and their children live in upper-middle-class comfort.

29 The American Dreams

http://www.claritas.com/MyBestSegments/Default.jsp?ID=38&id1=1027&webid=&id4=01&social=yes

Why?

to better understand consumers in various markets

What they like Where they live How to reach them

Why? Target market selection Direct marketing

campaigns Site selection Media selection Analyzing market potential

Young Digerati

Money and Brains

The Cosmopolitan

Bohemian Mix

The American Dreams

Urban Uptown