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Claritas 360


"Claritas 360 is a powerful database. If you become adept as using this resource, be sure and include it on your resume.  Employers are looking for that type of skills."  --Mary Gilles, Emeritus Librarian, Washington State University Libraries


Demographics - Statistical data relating to the population and particular groups within it.

DMA (Designated Market Area) - the 210 metro areas, each comprised of several counties, in which Nielsen company measures the local television viewing.

Effective Buying Income (EBI) -  The amount of money a taxpayer has on income from wages, interest, and other income minus what is taken out be taxes and other deductions such as FICA.

Geodemographics - Segments based on the idea that people who live close to one another have similar financial means, tastes, preferences, lifestyles, and consumption habits.

Market Segment - a group of customers with similar needs and wants.

Market Segmentation - a process of dividing a market of potential consumers into segments where consumers share common characteristics.  Examples of Nielsen market segments are:

  • Geographic segment - location (country, state, county, DMA)
  • Demographic segment - age, gender, education, family composition, income, etc.
  • Psychographic segment - social groups (urban, suburban, etc.), lifestyle (young achievers, striving singles, sustaining seniors, etc.)
  • Behavior segments - purchasing, media, and technology habits, participation and interest in activities, etc.

Claritas PRIZM Premier - Nielsen proprietary market segmentation system that defines each US household as one of the 68 geodemographic and behavioral types.

Help Resources

Go to ? (help) and select a topic of interest.

On the SRDS landing page, open Market Maps and Data to view a list of DMAs, and a profile and map of each.

On the SRDS landing page, select

  • Claritas PRIZM Premier Segment Narratives for in-depth explanation of each geodemographic segment with examples of lifestyle characteristics along with explanation of methodology and interpretation of results.

Which Report to Choose: Standard Reports

In Claritas 360, there are two types of reports available, Standard Reports and Segmentation Reports. 

Standard Reports focus on demographics and include Pop-Facts Demographics, Pop-Facts Demographic Trends, Pop-Facts Demographics by Age, Race, and Sex, Pop-Facts Household Income by Age of Householder, Pop-Facts Executive Summary, Effective Buying Income, Senior Life, and Consumer Concentration.

Designed to provide fast reference, the variety of Pop-Facts reports enables students to view overall demographic statistics or focus on specific information. Each report shows detailed counts for the demographic variables or trends selected. To assist with the analysis, applicable totals, subtotals, percentages and averages are calculated automatically.  Depending on report selected, specially formatted Quick Facts, Snapshot, Summary, and Title selections help students analyze data from different perspectives. Students can select any standard analysis area (State, County, Zip Code) or non-standard areas (radius, drive time, etc.) for their reports.  Options for viewing components or aggregating individual are available.  Use Pop-Facts reports to get the "big picture" or to pinpoint fine details when developing products, selecting locations, or crafting marketing and media strategies.  

Pop-Facts Demographics reports offer information on a variety of demographic variables for your selected analysis area, including age, race, household side, income, ethnicity, occupation and more.  Details for average and median buying income data, population, households, housing units, median age, and media household income are provided.  

Pop-Facts Demographic Trends reports offers summary and/or detail information for the last census, estimated current year and projected five-year counts. Among the options available are different groups of demographic variables, including age/sex/race and household information. 

Pop-Facts Demographics by Age, Race, and Sex reports offer summary and/or detail counts for each race and groups. The Detail section breaks down the race and age counts for males, for females, and for both.  

Pop-Facts Household Income by Age of Householder reports allow students to compare information on household income by household age range (15-24, 25-34, etc.). Details for the last census, estimated current year and projected five-year counts are provided. 

Pop-Facts Executive Summary reports offer summary information in narrative format for use in executive reports and presentations. Overviews are provided for population, household, income, labor, education, and housing information.

Effective Buying Income reports offer information on current year estimates and five year projections of estimated households by Effective Buying Income (EBI) for 12 income ranges.  Details for average and median buying income data, population, households, housing units, median age, and median household income are provided.  

Senior Life reports compare information on the senior population (45 years and older) by sex, race, income, housing, and other variables.  Details for the last census, estimated current year and projected five-year counts are provided.  

Consumer Concentration reports provide details about demographics, consumer demand, and customer data for any selected analysis area(s).  Students can select one or more demographic variables from available profiles to display statistical details such as income level, gender, educational level, ethnicity, race, and family size. The report shows the analysis area's count, percentage composition, percentage penetration, and an index for each demographic variable selected.

Abridged and Adapted from Claritas online help provision, 2017.

Which Report to Choose: Segmentation Reports

In Claritas 360, there are two types of reports, Standard Reports and Segmentation Reports.

Segmentation Reports focus on markets and segmentation. They include Market Overview reports, Profiler reports, Lifestyler reports, and Locator reports. 

To answer the question, Where are the customers?, use a Segment Distribution Report. (Select Market Overview Reports, then Segment Distribution). This report shows the geographic distribution of each segment in a selected segmentation system.  Use it to view and compare segment counts for any selected analysis area.  The report calculates percentage compositions, penetration compositions, and indexes for each analysis area, using the selected base, and includes detail level options so columns can be added and arranged for aggregate and/or component statistics as needed.  

To answer the question, Where are the targets?, use a Market Potential Report. (Select Lifestyler Reports, then Market Potential)  This report compares the current consumption pattern for one or more product profiles in an analysis area.  It calculates a Market Potential Index to help determine the potential for introducing new products and services based on current consumption trends.  Profiles show how often or how much a segment uses a selected product or service. 

To answer the question, Where are the customers?, use a Profile Ranking Index Report.  (Select Profiler Reports, then Profile Ranking Index.) This report compares one or more selected profiles with a selected collection of other profiles (product usage, media preference, or demographic traits.  Select one or more Comparison Profiles that represents households likely to purchase or use a product or service.  Compare the high and low values of the profile with values from any mix of other profiles.  The reports Index shows the correlation between the segments (of each profile) to compare another profile's concentrations of households (product users, television viewers, etc.) with the concentration of households in your comparison profile(s).  The report also calculates a Rank Order Correlation (ROC) that measures the similarity of how the indexes are ranked among segments of two different profiles.  The ROC shows how the high or low patterns (product/ behavior / trait) of each segment of the selected profile correspond with the high and low patterns for your comparison profile(s).  Results provide a better understanding of how to develop media, advertising, and product development strategies. 

To answer the question, Who are the customers?, use a Profiler Worksheet. (Select Profiler Reports, then Profile Worksheet) This report shows usage information, by segment, for products and services (product profiles).

To answer the question, Where are the targets?, use a Target Segment Measures Report. (Select Lifestyler Reports, then Target Segment) This report displays detailed profile data on demographics, media preferences, and lifestyle characteristics for a selected target and/or its segments.  The report displays all data for any category of profile (product usage, lifestyle, etc.) in separate rows with counts and calculations. 

To answer the question, How to Identify my target, use a Target Concentration Report.  (Select Locator Reports, then Target Concentration)  This reports shows how many target users are located in an analysis area.  It can be viewed in standard table format or as an interactive map.  For each analysis area you select, use the report to view the total number of target members, their concentration with the area, and the potential for penetrating the target.  Use the report to identify concentrations of a target group or individual targets within the group.  Using a selected segmentation system (PRIZM households, etc.), students can generate a report to include standard target groups.  Students can also create and save a target group of potential customers likely to purchase a product based on age, income, etc. Configure the report to include all targets in the group or only specific individual targets.   

Abridged and Adapted from Claritas online help provision, 2017.

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