Part 1: To experiment with geodemography, use Clarita’s geoclustering tool located here. (https://claritas360.claritas.com/mybestsegments/#zipLookup) Click on the “Zip Code Lookup” tab at the top of the page. Use your current zip code(85001) or another zip code (53001)where you lived previously. Since you are not a member of Clarita’s, you will not have access to all of the bells and whistles the site offers, but you will be able to examine a description of each of the PRIZM clusters that Clarita’s reports for your zip code. You may find it helpful to print each PRIZM cluster profile or copy it into a Word document for analysis, because you must re-enter your zip code each time you view a cluster. After analyzing all of the PRIZM clusters for your zip code, report on your findings. List the clusters by name than answer the following quesitons. Do you feel that the clusters adequately describe the people of your zip code? Which cluster did you feel came closest to describing you? In what ways did the PRIZM cluster description match you? In what ways did it not match you? How might a company use geodemography to aid in its segmentation and targeting?
Part 2: To experiment with psychographic segmentation, discover what VALS type you are by going to http://www.strategicbusinessinsights.com/vals/presurvey.shtml and taking the VALS Survey. Report on your primary and secondary VALS segment profile (provide the description, not just the segment name). Do you think the results of the survey accurately describe you? Why or why not? From a practical standpoint, how might a company use VALS?
