A primary use of market data is that of audience segmentation; that is, to identify segments of the population to target with the message, and to identify audience segments that may differ in interests, lifestyle, and media habits in order to design messages with the appropriate content, design, and media channels. This quantitative type of data is often used in the formative research stages of communication campaign development, and in particular, developing strategy for a marketing plan. More innovative approaches are needed to tailor messages to more homogenous at-risk population groups. One newly acquired tool is a widely-used framework for audience analysis based on geodemographic segmentation of the population into distinct lifestyle segments or clusters; thus combining a geographic system with a market research database. This presentation will provide an overview of how the integration of different kinds of market data within the geographic structure of U.S. census data provides a comprehensive framework for communication planning and evaluation. This presentation will show how PRIZM, a micro-geographic consumer targeting system that uses demographic and aggregated consumer demand data, helps in characterizing the optimal communication media for delivery of health prevention messages. Examples will be offered how PRIZM has been applied to state physical activity, nutrition, and obesity prevention and control efforts.
Learning Objectives: 1. Participants will be able to explain how a geodemographic marketing database can be used to identify, locate, and profile target audiences. 2. Participants will be able to identify the main components of the Potential Ratings Index in Zip Markets (PRIZM) software system. 3. Participants will be able to describe how CDC has used PRIZM to target audiences in consultation with state health cepartments.
Keywords: Geographic Information Systems, Communication
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: Claritas, Inc.
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.