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- Secondary Marketing Research Certificate
Secondary Marketing Research Certificate
Find links to resources and questions to guide your exploration.
Researching Consumers / Target Customers
Questions to Explore
- Browse through the Consumers guide. What are the main sources of demographic information in the U.S.?
- What is a definition of psychographics?
Consumer Segmentation Systems
ESRI Tapestry Segmentation
- ESRI Tapestry SegmentationDivides all U.S. residential neighborhoods into 67segments based on socioeconomic and demographic characteristics which are then grouped in 12 LifeMode Summary Groups describing lifestyle and lifestage and 11 Urbanization Summary Groups describing affluence and population density. Also includes a ZIP Code look-up tool.
Claritas Segmentations
- Claritas SegmentationsProvides information on Claritas PRIZM Premier (shopping), P$YCLE (financial and technology preferences), and ConneXions (media habits). Case studies on using segmentations. FAQs. ZIP Code Look-Up tool. Formerly known as Nielsen segmentations.
- Claritas 360 My Best SegmentA free ZIP Lookup tool from Claritas.
Consumer Segmentation in UTSA Databases
- SimplyAnalytics This link opens in a new windowThis web-based mapping and data analysis application enables users to develop interactive thematic maps and reports using demographic, business, and marketing data variables by state, county, city/place, ZIP code, census tract, block group, or custom area. Additional modules include:
1. SimmonsLOCAL, a targeting and profiling system that provides insights into consumer behavior for all of America's 210 media markets drilled down the block group level.
2. Claritas PRIZM, a consumer segmentation system which combines demographic, consumer behavior, and geographic data into 66 consumer segments to help marketers identify, understand, and target their customers and prospects.
3.Claritas ConneXions, a consumer segmentation system which classify U.S households into 53 consumer segments based on the technology and communications purchasing and usage preferences.
4. Claritas P$YCLE, a consumer segmentation system which classifies U.S. households into one of 58 consumer segments based on the income-producing assets.
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