PRIZM Clusters: Market Segmentation on a Shoestring Budget
“Middleburg Managers” and “Brite Lights, Li’l City” are just two examples of Claritas PRIZM clusters
that were developed based on the sociological basis that "birds of a feather flock together," and
that people with similar demographic traits tend to behave in the same way in the marketplace.
Visit www.mybestsegments.com (http://www.claritas.com/MyBestSegments/Default.jsp) and
you’ll get a great overview about how this marketing segmentation method works. Try it out by
entering in the zip code for your town and see what cluster you live in.
You can use PRIZM’s free zip code look-up function to identify affinity groups that would be
interested in your attraction by using data you collect on visitors now. If you have people
complete surveys or sign a book that they visit your attraction, make sure you capture their zip
code.
Keep track of the zip codes so you can look them up using PRIZM’s My Best Segments and see
what clusters they fall into. If you start seeing a pattern, you can use the clusters to help target
geographic areas where you can focus your marketing efforts.
February 10, 2012
Prepared by Gaela Wilson
gwilson@pioneermagazines.com