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Savvy marketers' are challenged with understanding the consumer. PRIZM® Premier is the industry-leading lifestyle segmentation system that yields rich and comprehensive consumer insights to help you reveal your customer's preferences. PRIZM Premier combines demographic, consumer behavior, and geographic data to help marketers understand, find and activate their customers and prospects.

PRIZM Premier defines every U.S. household in terms of 68 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 Premier provides the "common language" for marketing in an increasingly diverse and complex American marketplace.

PRIZM Premier enables marketers to create a complete portrait of their customers by answering these important questions:

  • Who are my best customers?
  • What are my best customers like?
  • Where can I find my best customers?
  • How can I reach my best customers?

Features & Benefits

With PRIZM Premier 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 Premier segments are memorable and summarize complex consumer profiles in a way that is intuitive and easy to communicate.

PRIZM Premier's 68 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 Premier Social Groups are based on urbanization and socioeconomic rank. PRIZM Premier Lifestage Groups are based on age, socioeconomic rank, and the presence of children at home.

PRIZM Premier 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 Premier 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 Premier, marketers can craft advertising messaging to reach consumers based on virtually any purchase and media behavior.

Purchase Behavior:

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

Media Behavior:

  • Cable
  • Internet
  • Radio
  • Newspapers
  • Magazines

To learn more about PRIZM Premier segmentation, call us at 800.234.5973.

Contact us

Questions about how Claritas Segmentation can find customers to grow your business?

Email or call: 800.234.5973