Trends & Life Styles Psychographics
Ice Cream – Chocolate Chip Competitive Accomplished No victory is sweet without a little hard work Competent and ambitious in love & work Generous with your time & money Never take your blessings for granted Captivating personality makes you a shining star in social situations
Ice Cream – Mint Chocolate Chip Ambitious & confident Skeptical about life Realist who prepares for the future Need solid plan to feel secure Stubbornness helps in business but makes relationships challenging Loyalty, honesty and dependability create lasting friendships & close family ties
Ice Cream – Vanilla Colorful Dramatic risk taker Rely more on intuition than logic Emotionally expressive and idealistic Set high goals for yourself & push yourself to meet and exceed them Rely on secure romantic relationships that fulfill your emotional needs while working toward future objectives
Ice Cream – Strawberry Thoughtful, logical person Carefully weigh each option before making decisions More a follower than a leader Content and effective working behind the scenes – out of the limelight In relationships, shy and reserved Loyal and supportive in relationships but they are slow to develop
Product-Usage Based Segmentation Combines sales data with zip codes to locate high potential markets “Data Mining”
Geographic Differences
Zip Code Segmentation PRIZM® - Potential Rating Index by Zip Market characterizes the country using 62 “types” use it to identify good and bad markets especially helpful for direct mail http://www.cluster1.claritas.com/claritas/Default.jsp?main=3&submenu=seg&subcat=segprizm
PRIZM in the Northwest
Analyzing Segmentation Data to Find Target Markets ALL USERS Heavy Users A 000 All Adults 145,434 35,418 18-24 26,930 10,771 25-34 31,600 10,084 35-44 36,358 7,084
Heavy Users of Soft Drink ALL USERS Heavy Users A B C D 000 % DOWN % DOWN All Adults 145,434 100% 35,418 18-24 26,930 18.5% 10,771 30.4% 25-34 31,600 21.7% 10,084 28.5% 35-44 36,358 25.0% 7,084 19.5%
Heavy Users of Soft Drink ALL USERS Heavy Users A B C D 000 % % DOWN INDEX All Adults 145,434 100% 35,418 100 18-34 26,930 18.5% 10,771 30.4% 164 25-34 31,600 21.7% 10,084 28.5% 131 35-44 36,358 25.0% 7,084 19.5% 80
Heavy Users of Soft Drink ALL USERS Heavy Users A B C D 000 % % DOWN INDEX All Adults 145,434 100% 35,418 100 18-34 26,930 18.5% 10,771 30.4% 164 25-34 31,600 21.7% 10,084 28.5% 131 35-44 36,358 25.0% 7,084 19.5% 80
Index Numbers for Market Analysis
Index Numbers for Market Analysis - I
Propensity to Consume ALL USERS Heavy Users A B C D 000 All Adults % ACROSS All Adults 145,434 35,418 24.4% 18-24 26,930 10,771 40.0% 25-34 31,600 10,084 31.9% 35-44 36,358 7,084 20.0%
Heavy Users of Soft Drink ALL USERS Heavy Users A B C D 000 % ACROSS INDEX All Adults 145,434 35,418 24.4% 100 18-24 26,930 10,771 40.0% 164 25-34 31,600 10,084 31.9% 131 35-44 36,358 7,084 20.0% 80
Index Numbers for Market Analysis
Index Numbers for Market Analysis - II
Application of Geodemographics Kansas City Bowling Alleys WEST Hard-core bowlers Blue Collar Nursery (17%) Blue Chip Blues (13%) Shotguns & Pickups (9%) EAST Relaxation & exercise Young Suburbia (38%) Pools & Patios (30%) Furs & Station Wagons (23%)
VALS
VALS (revised)
1. I am often interested in theories 1. I am often interested in theories. Mostly disagree Somewhat disagree Somewhat agree Mostly agree 2. I like outrageous people and things. 3. I like a lot of variety in my life. 4. I love to make things I can use everyday. 5. I follow the latest trends and fashions. 6. Just as the Bible says, the world literally was created in six days. 7. I like being in charge of a group. 8. I like to learn about art, culture, and history. 9. I often crave excitement. 10. I am really interested only in a few things.
Strugglers
Believers
Fulfilleds/Thinkers
Strivers
Achievers
Makers
Experiencers
Actualizers/Innovators
VALS – Seattle 1991 VALS pop% Male % college% Prof % Married % Mean Age Median Income Actualizer 19 52 92 48 64 47 $59,900 Fulfilled 14 43 89 39 69 49 $43,200 Believer 11 35 28 12 55 $27,750 Achiever 9 41 78 44 83 40 $64,300 Striver 8 51 62 22 53 $27,000 Experiencer 23 58 57 20 38 $31,600 Maker 66 16 61 $31,300 Struggler 4 13 6 36 60 $14,250
VALS & Media Habits VALS Auto mag Bus mag Reader’s Digest Fish & Game Face the Nation Family Ties L.A. Law Actualizer 92 255 58 56 161 54 96 Fulfilled 105 227 143 83 199 84 113 Believer 50 74 150 119 77 132 Achiever 79 179 90 46 62 108 114 Striver 37 63 42 138 109 Experiencer 254 71 57 130 35 131 Maker 157 33 87 209 111 89 Struggler 22 8 126 85 70
VALS & Spending Habits VALS Home Comp < $13k Import car Pickup Domestic beer Import beer Exercise Actualizer 229 172 268 72 141 238 145 Fulfilled 150 128 105 96 88 93 114 Believer 59 80 70 115 73 41 69 Achiever 136 143 164 104 101 130 123 Striver 63 68 79 103 87 58 94 Experiencer 82 109 119 91 157 216 Maker 89 43 147 102 Struggler 20 44 32 52 50 12 39
VALS (revised)
Using VALS
Product-Specific Lifestyle Song Airlines – low fare offshoot of Delta Airlines designed to compete against Jet Blue
Frontline – The Persuaders
Song Target Index
Frontline – The Persuaders
Video Game Players
Product Specific Psychographics