geodemographic segmentation
TRANSCRIPT
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