This week’s discussion is a bit different. It is primarily an experiential and application forum discussion. You will be expected to cite information from the Nielsen website, and you may use additional resources to answer the final question if you wish, but outside research will likely be more limited this week.
Preparing for the Discussion Board:
A. Go to https://segmentationsolutions.nielsen.com/mybestsegments/Default.jsp?ID=100&menuOption=learnmore and read the information.
B. Click the “Learn More” tab and select the “Using MyBest Segments” page. Review the information.
C. On the right hand side of the page you will see additional links under the “Using MyBest Segments” heading that lead to pages explaining the “who”, “what”, “where”, and “how” of my best segments. Take the time to read through this information.
D. Finally, from the “Learn More” tab, explore the PRIZM, PRIZM Premier, P$CYLE and ConneXions segmentation system pages.
Discussion Activity & Questions
Now that you have a working knowledge of the various systems, complete the following action and discussion questions.
- Go to the zip code look-up feature athttps://segmentationsolutions.nielsen.com/mybestsegments/Default.jsp?ID=20&menuOption=ziplookup&pageName=ZIP%2BCode%2BLookup.
- The segmentation tab defaults to “PRIZM”. Consider using a different segmentation system, such as PRIZM Premiere, P$YCLE, or ConneXions, which ever interests you the most.
- Enter your zip code.
- If you are an International student who lives outside of the United States, please use either 71115 or 90120, or another zip code of your choice. Make certain that you note in your discussion that you do not live in the U.S.
- If you are a U.S. citizen currently living abroad, use your home zip code.
- Review each of the top five segments (or clusters) listed for that zip code.
- Clicking on the segment name in the results box will provide a snapshot description of the segment, some basic lifestyle and media traits, as well as a map illustrating the density of the cluster throughout the U.S.
- You will only be able to review information under the snapshot tab as the other tabs are reserved for subscriber use only.
- Record the name of each of the top five clusters so that you can access the information later.
- Now answer the following questions:
- Question 1 (listing is fine):In terms of the segmentation system you chose (please identify), what were the top five segments for your zip code?
- Question 2 (multiple parts):Did you share characteristics with any of the top five segments for your zip code? (You shouldn’t expect a perfect match, but at least look at the basic demographics and the snapshot description.) Which segment (if any) seems to “fit” you the best? Describe the segment and explain why it matches you well. (International students not living in the U.S., simply describe the characteristics of one of the top 5 segments.)
- NOTE: IF none of the top five clusters seem to describe you, click theSegment Detailsmenu tab at the top of page. Click on the tab relating to the segmentation system you chose to explore.
- Try using ONE of the search criteria available on the left-hand side to discover a segment that better describes who YOU are.
- Describe that segment and explain why it matches you well.
- Question 3:Select a specific product, service, or retailer other than those listed in a segment’s media and lifestyle traits that you think would strongly benefit from specifically targeting one of the top five segments for your chosen zip code. Try to focus on brands that would be not have the budget for major mass market campaigns. Justify your selection by relating product benefits and features (such as price) to the median income, cluster description, lifestyle information, etc. The brand’s differentiation and positioning strategies may also be helpful in justifying selection. You may also use external research to help justify your decision.