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Claritas 360 (formerly Claritas Segmentation & Market Solutions): Overview

Attribution & Assistance

An earlier version of this guide was developed at the Graduate School of Business Library, Stanford University.  Zina Shapiro graciously agreed to our reusing and adapting it at WSU.

 

Erica Carlson Nicol, Librarian for Communication and interim Business Librarian, eacarlson@wsu.edu, is available to assist students and faculty in the College of Communication] and the College of Business.

Christy Zlatos, Librarian for Apparel,Merchandising, Design, and Textiles (AMDT), zlatos@wsu.edu, is available to assist students and faculty in the Department of Apparel, Merchandising, Design, and Textiles.

How to Access

Claritas 360 works with Google Chrome only.  At the Libraries homepage enter Claritas 360 in the search box and click Search. (Users can still access by entering Claritas Segmentation & Market Solutions in the search box.)  At the results display click Online access for Claritas 360 and then click the hotlink WSU Miscellaneous databases.  On the landing page click Claritas 360 tab in upper tool bar.

Content Coverage & Description

Claritas 360 is a platform that lets marketers and advertisers analyze markets based on comprehensive Nielsen's consumer profiles and identify target consumer groups for their products and services.

Understanding Index Value in Segmentation Reports

Index is one of the main results figures in Segmentation Reports.  Index signifies the likelihood of occurrence for a certain event or characteristic. The base number for Index is 100.  Any value above a 100 means the probability is higher, a number less than 100, shows that the probability is lower.

For example, run the Market Potential Report to evaluate the potential for selling or leasing new cars for $35K+ to population in California and Arkansas [data for 2016].  The index of 68 for Arkansas indicates that the likelihood of selling this type of product in Arkansas is low; the index of 119 for California shows that people in California are likely to buy/lease $35K+ cars.

For detailed explanation on results interpretation in Segmentation Reports, select Help tab > Walkthroughs > View Available Walkthroughs > Reports, Segmentation and choose the report type.

How to Search

Create reports using customizable reports' templates.

1. The database opens at the Kantar Media landing page.  Click the Claritas 360 tab near top right.  Then click Log In to Claritas 360.  Click Reports at the next display. Reports are divided into two sections:

    •  Standard Reports > Demographic Reports - geodemographic consumer data

    •  Segmentation Reports - data on consumers' lifestyles and behavior patterns

2.  Select a report type. 

3.  Select variables and output format.  Use the following tips:

      •  Optionally, customize Report Name

     •  Select geographic area by any or a combination of any number of geographic segments from available options, e.g. Country, States, Counties, DMA   

      •  In Segmentation Reports, when selecting consumer profiles, you can drill down by characteristic area or use the keyword search to find consumers' characteristics.  For example, if you do research on wine, enter wine in Search box under Profile Tree, click Search icon, and that will retrieve all behavioral patterns pertinent to wine.

4.  Click Submit when done.  A Report Status window will display until the report is complete or you can select an option and continue working.

5.  Click  Report Output folder, then the arrow at bottom left of display, to open the report.  The report can be saved on your laptop or computer or click  Clipboard icon in top tool bar to view all reports; reports are saved for 72 days.  Click Report Name to re-run the same report using different selections.

 

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