Claritas is a research service that focses on Geodemographics. You will remember that Geodemographics is defining the personality of a geographic area (by zip codes).
Claritas has made a presentation to Blue Moon Agency asking us to subscribe to their service. Because the fee is substantial, Walter Patricks is asking for our opinion of their service. What I need each of you to do is look up your the zip code "76708" and analyze how well the area is described. For comparison, look up another zip code – maybe 90210 and take a look at how that zip code is described.
Go to www.mybestsegments.com
On the right, look for Zip Code Look Up. Enter your zip code or one for an area you are very familiar with. You will see 5 PRIZM segments. (66 segments are used to describe the inhabitants of every zip code in the country.) Read the description of each of those segments listed for your zip code. Taken together, how well to they describe the area?
Your assignment is to submit a report telling me the 5 categories used to describe the zip code you entered.
Then tell me how these categories do or do not adequately represent the area.
One of the very practical ways the agency might use this information is to guide a client in making a site location decision. To get some experience with that use the information in the report, make a recommendation for two stores and a pizza establishment that you believe would do well in your zip code area based on the data.
What segmentation bases did you use for your recommendation? (this is information in Chapter 8, not the PRIZM segments)