PRIZM Clusters

In marketing research we often focus on segmenting consumers into aggregations of identifiable persona. For example, a very simple segmentation would involve dividing consumers up by income levels.

Claritas is a part of the Nielsen family tree that specializes, among many things, in segmenting consumers by where they live. I'm not talking about just cities or zip codes, or DMAs, but by the personality of the neighborhoods in which we live.

You may have a bit of fun perusing their page trying to figure out where you and your friends fit. I don't know too many people in the "Upper Crust" or "Blue Blood Estates" market.

Claritas intro to PRIZM segments.