Data Catalog

Dataset: Consumer Segmentation

Description: The Claritas PRIZM Consumer Segmentation dataset includes demographic and consumer behavior segmentation, which defines every household in terms of 66 demographically and behaviorally distinct types, or segments, to help define their likes, dislikes, lifestyles and purchase behavior. PRIZM links household and neighborhood level segment assignments, incorporating the follow predictors: urbanization measures, household characteristics (affluence, age, family composition) and neighborhood characteristics (housing stock and home ownership).

Collection Methodology: The Claritas PRIZM dataset uses a proprietary method developed by Claritas statisticians called Multivariate Divisive Partitioning (MDP) which creates segments based on demographic data that are most pertinent to the households' behaviors. A modeling-oriented process called Classification and Regression Trees (CART) is used by statisticans, which begins by identifying a single behavior to predict and choosing all participating households in a single segment. The methodology is fully documented here.

General Business Terms: This dataset is available on a usage basis. Please inquire for additional information.

Attribution Policy: Dataset provided by Nielsen Claritas; developers must include attribution link and text as follows: Map data © 2010 Urban Mapping Inc and/or other parties when developing applications.