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ComStrat 485: Public Relations Management and Campaigns

Library resources and information for students in Margaret Ritsch's ComStrat 485 Class

Claritas 360

Profile Worksheet Report

Using Claritas 360, you can generate a Profile Worksheet to help you identify your target market. This worksheet can help you find which consumers use your product, similar products, or engage in a behavior related to your product.

To create this type of report, follow these steps:

  1. Go to the SRDS Media Solutions tool
  2. In SRDS, locate Claritas 360 from the menu at the top
  3. On the next screen, select the purple button that says “Login to Claritas SMS”
  4. On the next screen, click “Reports”
  5. On the next screen, click “Segmentation Reports”
  6. On the next screen, click “Profiler Reports”
  7. On the next screen, click “Profile Worksheet”*
    1. From the page that appears, select your report options:
      1. For Select a Segmentation System, click “PRIZM Premier”*
      2. The “Select profile(s)” box is where you choose your “profile”, or products/services/behaviors
        • Select the blue arrow beside “Claritas Profiles”.
        • Select the blue arrow to open “Claritas Consumer Profiles 2022”. All available profiles will appear. Click the blue arrows beside each folder to view your options. You can also search for profiles. 
      3. When you’ve selected your profiles, click “NEXT”
      4. Keep “Select a sort method” as “Segment code”
      5. Keep “Select a sort direction” as “Ascending”
      6. Select Segment Descriptors to view how likely consumers in different demographics engage with a product or in a behavior. The Segment Narrative descriptor can be a good one to start with as it provides brief descriptions of each segment.
      7. Leave other fields as they are
  8. Select “Submit” to generate your report.
  9. When prompted, select Report Output (Excel).
  10. Open the Excel and go to the “Table View” tab at the bottom.

Reading Your Report

Segments with the highest indexes and largest number of users (Profile Count) are your best prospects.

*PRIZM Premier Segment Narratives: classifies every US household into one of 68 segments based on the household's spending habits. Use the Claritas PRIZM Premier Segment Descriptions and Claritas PRIZM Premier Segment Narratives to help read your Profile Worksheet.

Market Potential Report

Claritas Market Potential Report

Generate a Market Potential Report to see where your most likely consumers live. Follow these steps:

  1. Go to the SRDS Media Solutions tool
  2. In SRDS, locate Claritas 360 from the menu at the top
  3. On the next screen, select the purple button that says “Login to Claritas SMS
  4. On the next screen, click “Reports
  5. On the next screen, click “Segmentation Reports
  6. On the next screen, click “Lifestyler Reports”
  7. On the next screen, click “Market Potential
    1. On the page that appears, select your report options:
      1. For Select a Segmentation System, click “PRIZM Premier
      2. Keep “Select a Base” on Households (ZIP+4 Based)
      3. The “Select profile(s)” box is where you choose your “profile”, or products/services/behaviors
      4. Select the blue arrow beside “Claritas Profiles
      5. Select the blue arrow to open “Claritas Consumer Profiles 2022”. All available profiles will appear. Click the blue arrows beside each folder to view your options. You can also search for profiles by terms like furniture, applianceshome improvement, college
      6. Click on a profile to add it to your list, which will generate in the right menu.
      7. When you’ve selected your profiles, click “NEXT
      8. The “Select an analysis area” box is where you choose your region.
        1. You can search by name for counties like Latah, Whitman, & Nez Perce to add them to your report.
      9. Leave all other fields as they are
         
  8. Click Next.
  9. Select “Submit” to generate your report.
  10. When prompted, select Report Output (Excel)
  11. Open the Excel document and view the “Table View” tab

 

When looking at your Market Potential Index, remember that the base number for Index is 100. Any value above a 100 means the probability for good market potential is higher. If the number is less than a 100, it shows that the probability is lower.

Need help? Contact Erica Nicol, eacarlson@wsu.edu

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