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Exploring SimplyMap Data: PRIZM® Premier
Posted on Jun 09, 2016 by Admin
In this week’s blog, we’ll be featuring our newest data offering, PRIZM® Premier. If your institution currently subscribes to PRIZM data, this new module is available at no additional cost.
What is PRIZM® Premier?
Nielsen PRIZM® Premier is the latest evolution of Nielsen’s industry-leading consumer segmentation system. New factors in the PRIZM® Premier model are measures of technology behavior and household assets. The introduction of these key drivers enables you to create segments that reflect how today’s households have embraced technology and how they have weathered the economic shifts in recent years.
PRIZM Premier defines every U.S. household as one of 68 demographic and behavior types, or segments, to help marketers discern those consumers’ likes, dislikes, lifestyles and purchase behaviors. By segmenting consumer households along these lines, you will be better able to reach and retain your most profitable customers and tailor messages and products that resonate with them. PRIZM® Premier data is available for the current year and five-year estimates.
PRIZM Premier in Action
Let’s identify the top segments within a few cities across the United States so we can analyze the segments for each city and how they might differ from one another.
Raleigh, NC
New Orleans, LA
Austin, TX
Miami, FL
To identify top segments requires a simple two step process: first, you need to add all of the PRIZM segment variables to a Standard Report, and secondly you need to sort the respective columns. Let’s get started.
First, select New Tabular Report > Standard Report from the top of SimplyMap.
Next, open the Variables panel and navigate to the Nielsen PRIZM® Premier folder. Hover over the Segments folder and select Add All Variables from the Action dropdown that appears. Close out the panel to generate your report for the United States.
Lastly, click on the Locations panel and begin adding your cities for analysis. To identify the top segment within each city, hover over the location and select Sort Descending - this will bring the top segment numbers to the top, and scrolling further down will also reveal percentages to help normalize the data between cities.
The metadata for each top segment is below! Check it out and let us know what you think.
New Orleans - Segment 45: Urban Modern Mix
Miami - Segment 63: Low-Rise Living
Raleigh - Segment 47: Striving Selfies
Austin - Segment 31: Connected Bohemians
Unique top segments to represent these unique cities in America. We hope you enjoyed this week’s SimplyMap report. Stay tuned for more tips and tricks!
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