Savvy marketers’ are challenged with understanding the consumer. PRIZM® is the industry-leading lifestyle segmentation system that yields rich and comprehensive consumer insights to help you reveal your customer’s preferences. PRIZM combines demographic, consumer behavior, and geographic data to help marketers identify, understand and reach their customers and prospects.
PRIZM defines every U.S. household in terms of 66 demographically and behaviorally distinct types, or "segments," to help marketers discern those consumers’ likes, dislikes, lifestyles and purchase behaviors. Used by thousands of marketers within Fortune 500 companies, PRIZM provides the "common language" for marketing in an increasingly diverse and complex American marketplace.
PRIZM enables marketers to create a complete portrait of their customers by answering these important questions:
With PRIZM segmentation marketers can better understand their customers and prospects, and reach them with tailored messages and products designed just for them. Captured by catchy nicknames, images and behavioral snapshots that bring the segment to life for marketers, PRIZM segments are memorable and summarize complex consumer profiles in a way that is intuitive and easy to communicate.
PRIZM’s 66 segments are numbered according to socioeconomic rank (which takes into account characteristics such as income, education, occupation and home value) and are grouped into 11 Lifestage Groups and 14 Social Groups. PRIZM Social Groups are based on urbanization and socioeconomic rank. PRIZM Lifestage Groups are based on age, socioeconomic rank, and the presence of children at home.
PRIZM can provide company-wide integration of a single customer concept because it can be coded onto nearly any piece of customer data and is available on a wide network of leading survey, panel, marketing measurement and list databases in the U.S. In short, it is everywhere a marketer needs to be for consumer analysis, implementation and measurement. Beyond coding records for consumer focused applications, PRIZM provides demand estimates of any market or trade area definition for location analytics and profile databases of behaviors including leisure time preferences like shopping, dining, favorite magazines and TV shows. With these valuable insights from PRIZM, marketers can craft advertising messaging to reach consumers based on virtually any purchase and media behavior.
To learn more about PRIZM segmentation, call us at 800.234.5973.
Questions about how Nielsen Segmentation can find customers to grow your business?
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