CLARITAS PRIZM

Lifestyle and behavior precision segmentation

Overview

A savvy marketers’ greatest challenge is understanding the consumer. PRIZM from Nielsen Claritas is the industry-leading consumer segmentation system that yields the richest, most comprehensive and precise insights available. PRIZM combines demographic, consumer behavior, and geographic data to help marketers identify, understand and target their customers and prospects. For workplace marketing segmentation data please visit Workplace PRIZM.

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 "lingua franca" for marketing in an increasingly diverse and complex American marketplace.

Features & Benefits

With PRIZM segmentation, marketers can better understand their customers and prospects, and target them with tailored messages and products designed just for them. Captured by catchy names, images and behavior 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.

Because PRIZM is linked to the surveys and panels of most major marketing databases in the U.S., the segmentation system enables targeting based on virtually any purchase and media behavior.

Purchase Behavior:

• Apparel
• Appliances
• Automotive
• Communications
• Consumer Package Goods
• Financial Services
• Home Furnishings
• Media Usage
• Travel

Media Behavior:

• Television
• Cable
• Internet
• Radio
• Newspapers
• Magazines

In addition, PRIZM links to nearly all major direct mail list providers and can be appended to a customer file or custom survey–making any consumer insights program actionable through database marketing tactics.

Learn more about how PRIZM can provide you with the most precise way to target your prospects.