1. Trends & Life Styles
Psychographics

2. 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

3. 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

4. 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

5. 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

6. Product-Usage Based Segmentation
Combines sales data with zip codes to locate high potential markets
“Data Mining”

8. Geographic Differences

9. 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

10. PRIZM in the Northwest

12. 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

13. 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%

14. 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

15. 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

16. Index Numbers for Market Analysis

17. Index Numbers for Market Analysis - I

18. 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%

19. 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

20. Index Numbers for Market Analysis

21. Index Numbers for Market Analysis - II

25. 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%)

27. VALS

29. VALS (revised)

30. 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 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 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 I am really interested only in a few things.  

31. Strugglers

32. Believers

33. Fulfilleds/Thinkers

34. Strivers

35. Achievers

36. Makers

37. Experiencers

38. Actualizers/Innovators

41. 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

42. 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

43. 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

45. VALS (revised)

46. Using VALS

47. Product-Specific Lifestyle
Song Airlines – low fare offshoot of Delta Airlines designed to compete against Jet Blue

48. Frontline – The Persuaders

49. Song Target Index

50. Frontline – The Persuaders

51. Video Game Players

52. Product Specific Psychographics