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 Datato Find Target Markets

ALL USERS Heavy Users

A

000 000

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

000 % DOWN

All Adults

145,434 100% 35,418 100%

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 % 000 % DOWN

INDEX

All Adults

145,434 100% 35,418 100% 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 % 000 % DOWN

INDEX

All Adults

145,434 100% 35,418 100% 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

100 %5.18 434,145/930,26

30.4%or 41810,771/35, x

orIndex

100 old years 24-18 are whopopulation percentof

2418 are whousersheavy ofpercent x

oldsyearIndex

Propensity to Consume

ALL USERS Heavy Users

A B C D

000 000 % 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

000 000 % 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

100 %4.24 434,145/418,35

40.0%or 93010,771/26, x

orIndex

100

usersheavy are whooldsyear 2418 ofpercent x

usersheavyarewhopopulationofpercentIndex

Application of GeodemographicsKansas City Bowling Alleys

WESTHard-core bowlersBlue Collar Nursery (17%)Blue Chip Blues (13%)Shotguns & Pickups (9%)

EASTRelaxation & exerciseYoung Suburbia (38%)Pools & Patios (30%)Furs & Station Wagons (23%)

VALS

VALS (revised)

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 II & Activities

0

50

100

150

200

250

300

350

Do Woodworking

Do KidsActivities

PoliticsActive

OW

NE

RS

HIP

IN

DE

X

Actualizers

Fulfilleds

Achievers

Experiencers

Believers

Strivers

Makers

Strugglers

VALS II & Product Owndership

0

20

40

60

80

100

120

140

160

180

Dishwashers FishingRod&Reel

ColorTV

PickupTruck

OW

NE

RS

HIP

IN

DE

X

Actualizers

Fulfilleds

Achievers

Experiencers

Believers

Strivers

Makers

Strugglers

VALS – Seattle 1991VALS pop

% Male

%college

%Prof%

Married%

MeanAge

MedianIncome

Actualizer 19 52 92 48 64 47 $59,900

Fulfilled 14 43 89 39 69 49 $43,200

Believer 11 35 28 12 64 55 $27,750

Achiever 9 41 78 44 83 40 $64,300

Striver 8 51 62 22 53 40 $27,000

Experiencer 23 58 57 20 38 28 $31,600

Maker 12 66 40 16 61 39 $31,300

Struggler 4 28 13 6 36 60 $14,250

VALS & Media HabitsVALS Auto

magBusmag

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 74 150 119 161 77 132

Achiever 79 179 90 46 62 108 114

Striver 50 37 63 37 42 138 109

Experiencer 254 71 57 130 35 131 71

Maker 157 33 87 209 37 111 89

Struggler 22 8 130 79 126 85 70

VALS & Spending HabitsVALS Home

Comp< $13k Import car

>$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 91 157 216 143

Maker 109 89 43 147 123 88 102

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

-7

-5

-3

-1

1

3

5

7

-7 -5 -3 -1 1 3 5 7

Committed

Time Killers

Fun Seekers

Wannabes

"I Suck"

"Damn, I'm Good"

"I'm Really Into It""Couldn't Care Less"