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Customer Profiling
Prizm Based Research
Marketing Segmentation To Reach Presented by:
Your Best Customer David Drewitz
Owner, Creative Options Communication

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What Is Prizm?
PRIZM is a comprehensive and scientific marketing research tool
Designed to find commonality among the 300 million people and 166 million
households in America
Enables us to better understand their lifestyle choices
and media habits
Enables us to build a research-based, highly-targeted, and cost-efficient
marketing plan. Based on the best market research available in the business to
consumer market
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Benefits of Prizm?
PRIZM benefits include:
 Reduces the overall cost of research
 Deepens the understanding of current customers
 MRI information
 Media habits
 Purchasing patterns and preferences
Provides customized mapping to where your known target audience lives
States, DMA, cities, zip codes, neighborhoods, individual houses
Individual household targeting
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Why Do We Use Prizm?
We Can Tell You Where Your Customers Live
 Down to the household level
Enables us to build a research-based, highly targeted, and cost-efficient
marketing plan
 Based on the best market research available in the business to
consumer market
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Prizm History
PRIZM was created by Jonathan Robbin, a social scientist and computer
expert, who in the 1970’s pioneered the computer-powered marketing technique
called “geodemographics.”
In 1971, Robbin started Claritas Corp. to build a cluster system of U.S.
neighborhoods for marketing applications.
PRIZM was developed in 1978 and is currently used by The Gap, Blockbuster,
Mail Box Etc., Washington Mutual, Jenny Craig, 7-11, Sports Authority, US
Army, American Express and Best Buy – to name a few.
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Who Uses Prizm?
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Prizm History
How does PRIZM work?
Potential Ranking Index for Zip Marketing
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How Does It Work?
Utilizes sophisticated research to sort the US population into similar groups by
demographics, psychographics, consumer patterns and media usage.
Objective: Leverage this research to develop a model of predictability among the SCI
clients within a DMA (Designated Market Area)
Available by US, State, County, City, Zip Code, Census Track, Block-Group
(375- 425 households) and Block (9-12 households) level
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How Does It Work?
PRIZM categorizes every US household into 66 demographically and behaviorally distinct
types, called “clusters." It helps us learn about their likes, dislikes, lifestyles and purchase
behavior
LIFESTAGE: FAMILY SOCIAL: SUBURBAN
13 Upward Bound – More than any other segment,
Upward Bound appears to be the home of those
legendary Soccer Moms and Dads. In these small
satellite cities, upper-class families boast dual incomes,
college degrees and new split-levels and colonials.
Residents of Upward Bound tend to be kid-obsessed,
with heavy purchases of computers, action figures, dolls,
board games, bicycles and camping equipment.
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Where Does Prizm Get Data?
Cross-References 70 Public and “Opt in” Databases
US Census Bureau Nielsen Media Research
US Bureau of Labor Statistics ADVO
National Center for Health Statistics Gallup
Newspapers Circulation JD Power
U.S. Postal Service Polk Automotive
Scarborough Research MRI Qualitative
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Prizm
The BIG Idea
Step 1: Identify your current customer(s) through the PRIZM methodology.
Step 2: Learn the detailed information available about their lifestyle choices, media habits, consumer
patterns, demographics and psychographics.
Step 3: Market to those who are just like them, skip over those who aren’t.
05 Country Squires – The wealthiest residents in exurban America live in
Country Squires, an oasis for affluent Baby Boomers who've fled the city for
the charms of small-town living. In their bucolic communities noted for their
recently built homes on sprawling properties, the families of executives live in
six-figure comfort. Country Squires enjoy country club sports like golf, tennis
and swimming as well as skiing, boating and biking.
This is your customer.
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How The BIG Idea Works
05 Country Squires – The wealthiest residents in exurban America
live in Country Squires, an oasis for affluent Baby Boomers who've
fled the city for the charms of small-town living. In their bucolic
communities noted for their recently built homes on sprawling
properties, the families of executives live in six-figure comfort.
Country Squires enjoy country club sports like golf, tennis and
swimming as well as skiing, boating and biking.
There are 200 TV Markets, 300 radio markets and 60,000
zip codes in the United States.
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Prizm
A “Country Squires” Profile will act and
behave the same in Pittsburgh, as they
will…..
“Country Squires”
Make up 5% of the
Pittsburgh DMA
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Prizm
…in San Francisco!
“Country Squires”
Make up .01% of the
San Fran DMA
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Prizm
Conversely…
“Bohemian Mix”
Make up .98% of the
Pittsburgh DMA
But Remember…
A “Bohemian Mix” Profile will act and
behave the same in Pittsburgh, as
they will…..
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Prizm
…in San Francisco!
“Bohemian Mix”
Make up 27% of the San
Fran DMA
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Prizm
So What Does This Mean To You?
Knowing your customers better than you
ever thought you would!
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Prizm
What if we knew the consumer behavior
of this group? Would this help you
make better marketing decisions?
Country Squires are more likely to:
Lifestyle : Go skiing (3.5x), business travel by airplane 3X year (3.45x)
Shop at Ethan Allen Galleries (3.25x), Belong to a Country Club (2.52x)
Media: Read Parenthood magazine (2.70x), Watch sports (2.52x), Listen to Alternative Rock Radio
(2.3x), Watch American Idol (2.25x), Watch Disney Channel (2.10x), Listen to radio on the
internet (1.92x)
Psychographics: Spouse has influence on brands chosen (2.3x), Media most trusted – Newspaper
(2.7x), Will buy on credit rather than wait (2.1 x), Prefer products with latest technology (1.4 x)
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Prizm – No Guesswork
Know your marketing efforts are based on real data, habits & preferences.
MRI Psychographics
Based on Country Squires Segment
Total Profile Target Group ('05')
Users/100 Users/100
List Order MediaStyler Attribute Title Count Count % Total Index
HHs HHs
0000 MRI Household Count (H) 113,668,003 2,192,590 1.93
2331 Media Trusted the Most: Internet (A) 31,938,652 28.10 1,037,187 3.25 47.30 168
2337 My Kids Have an Impact on the Brands I Choose,Agr (A) 83,212,588 73.21 2,533,858 3.05 115.56 158
2367 Spouse Has Impact on the Brands I Choose,Agr (A) 105,947,674 93.21 2,763,600 2.61 126.04 135
2296 Buying Electronics,Do As Much Research as Possible (A) 122,881,375 108.11 3,205,241 2.61 146.19 135
2350 Prefer Products With the Latest Technology,Agr (A) 120,152,959 105.71 3,118,251 2.60 142.22 135
2382 Will Buy on Credit Rather than Wait,Agr (A) 81,872,117 72.03 2,103,370 2.57 95.93 133
2384 Will Pay More for a Brand I Trust,Agr (A) 158,557,673 139.49 4,055,065 2.56 184.94 133
2302 Don't Have Time to Save Coupons,Agr (A) 101,097,968 88.94 2,562,854 2.54 116.89 131
MRI Radio Media Usage
Total Profile Target Group ('05')
List Users/100 Users/100
MediaStyler Attribute Title Count Count % Total Index
Order HHs HHs
0000 MRI Household Count (H) 113,668,003 2,192,590 1.93
2468 Sports,Net Audience (A) 9,641,810 8.48 486,251 5.04 22.18 261
2471 Wall Street Journal Report,Net Audience (A) 8,277,977 7.28 323,424 3.91 14.75 203
2402 Listen Radio on Internet,1mo (A) 17,885,537 15.73 695,919 3.89 31.74 202
2438 News/Talk Radio,Net Audience (A) 24,944,701 21.95 950,197 3.81 43.34 197
2391 Alternative Rock Radio,Net Audience (A) 17,602,393 15.49 651,309 3.70 29.70 192
2390 All Talk,Net Audience (A) 8,222,470 7.23 274,353 3.34 12.51 173
2413 Listen Weekday,6am-10am,0.5-1.0 hrs (A) 74,095,067 65.19 2,346,495 3.17 107.02 164
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Prizm – Shows You Where Customers Live
Store MN102: Segment Distribution
Based on Trade Area & Customer Top 14
Segments
Segments MN102 By ZIP
Code Variable Title Count % Comp Index
06 Winner's Circle 5,882 7.53 681
18 Kids & Cul-de-sacs 4,888 6.26 384
19 Home Sweet Home 4,453 5.70 310
17 Beltway Boomers 1,794 2.30 238
03 Movers & Shakers 2,956 3.79 234
02 Blue Blood Estates 1,623 2.08 212
05 Country Squires 2,142 2.74 142
04 Young Digerati 1,066 1.37 112
11 God's Country 1,174 1.50 96
There are 4,888 households in 07 Money & Brains 1,152 1.48 74
your area that are just like these 32 New Homesteaders 285 0.37 18
20 Fast-Track Families 38 0.05 3
12 Brite Lites, Li'l City 0.00 0
13 Upward Bound 0.00 0
Top 14 clusters 27,453 35.16 162
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Prizm – Shows You Where Customers Live
Lifestage Group Distribution
TX102 Westlake - Austin, TX
PRIZM NE TX102 Westlake TX102 Westlake Trade Area
Lifestage Groups 0.00 - 3.00 mi
Households % Austin U.S. Households % Austin U.S.
DMA Index DMA Index
Index Index
Households by PRIZM NE
Segment 27,910 12,298
Y1 - Midlife Success 3,767 13.50% 71 106 5,239 42.60% 224 336
11 God's Country 590 2.11% 48 129 1,640 13.33% 308 816
Y2 - Mainstream Singles 9,796 35.10% 211 339 333 2.71% 16 26
04
16
Young Digerati
Bohemian Mix
We reduced the number of likely households
1,793 6.43%
2,753 9.86%
454
403
518
542
0
0
0.00%
0.00%
31 Urban Achievers from 27,910 to 12,298 with people who are
4,562 16.35% 275 979 0 0.00%
F1 - Accumulated Wealth 1.5 to 3.5 times111 215
2,298 8.23% more likely to be our
3,426 27.86% 378 728
05 Country Squires 680 2.43% 55 131 1,600 13.01% 295 704
customers than the general public.
F2 - Young Accumulators 3,545 12.70% 129 166 275 2.23% 22 29
29 American Dreams We narrowed the focus!
3,306 11.84% 422 539 0 0.00%
F3 - Mainstream Families 1,892 6.78% 58 58 125 1.01% 8 8
54 Multi-Culti Mosaic 1,789 6.41% 232 372 0 0.00%
M1 - Affluent Empty Nests 3,400 12.18% 190 175 2,023 16.45% 256 236
07 Money & Brains 2,033 7.28% 462 356 0 0.00%
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Prizm – Heat Maps
A bunch of your
“Heat Maps” customers live here
%Comp %Pen Index
Quintile: 1 52.39 50.88 262
Quintile: 2 28.3 26.85 138
Quintile: 3 13.33 12.91 66
Quintile: 4 4.89 4.74 24
50.88% of the HH in these areas are defined one
Quintile: 5 1.09 1.09 6
of your top “cluster” of customers. Very few of your customers live here
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Prizm – Zip Codes
We break down where your target audience lives. Down to the individual house.
Fort Worth, Texas = Zip code 76104 is home to customers that are 7 times more likely to be a customer.
This zip code report shows you the top zip codes to conduct marketing.
Zip Code Report based on Top 5 “Clusters”
Ranked by Index
Tarrant County, TX (County By ZIP) Base Target: JPS Top 5 Segments
Code Name Count % Comp Count % Comp % Pen Index
76104 Fort Worth, TX 5,857 0.97 2,439 6.87 41.64 706
76105 Fort Worth, TX 6,959 1.16 1,946 5.48 27.96 474
76114 Fort Worth, TX 8,784 1.46 1,939 5.46 22.07 374
76119 Fort Worth, TX 14,074 2.34 2,944 8.30 20.92 354
76103 Fort Worth, TX 5,647 0.94 1,029 2.90 18.22 309
76110 Fort Worth, TX 10,584 1.76 1,772 4.99 16.74 284
76107 Fort Worth, TX 12,770 2.12 2,037 5.74 15.95 270
76106 Fort Worth, TX 9,397 1.56 1,462 4.12 15.56 264
76019 Arlington, TX 34 0.01 5 0.01 14.71 249
76115 Fort Worth, TX 5,981 0.99 794 2.24 13.28 225
76122 Fort Worth, TX 66 0.01 8 0.02 12.12 205
76116 Fort Worth, TX 23,175 3.85 2,416 6.81 10.43 177
76112 Fort Worth, TX 18,171 3.02 1,758 4.95 9.67 164
Quintile: 1 121,499 20.20 20,549 57.91 16.91 287
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If you want to increase revenue, improve your brand image and get
your business more exposure, contact us today
Creative Options
1152 Indian Run Drive #408
Carrollton, Texas 75010
Phone: 972-814-5723
www.creativeoptionscommunications.com
daviddrewitz@yahoo.com