1. Trends & Life Styles Psychographics

2. Ice Cream – Chocolate Chip • Competitive • Accomplished • No victory is sweet without a little hard work • Competent and ambitious in love & work • Generous with your time & money • Never take your blessings for granted • Captivating personality makes you a shining star in social situations

3. Ice Cream – Mint Chocolate Chip • Ambitious & confident • Skeptical about life • Realist who prepares for the future • Need solid plan to feel secure • Stubbornness helps in business but makes relationships challenging • Loyalty, honesty and dependability create lasting friendships & close family ties

4. Ice Cream – Vanilla • Colorful • Dramatic risk taker • Rely more on intuition than logic • Emotionally expressive and idealistic • Set high goals for yourself & push yourself to meet and exceed them • Rely on secure romantic relationships that fulfill your emotional needs while working toward future objectives

5. Ice Cream – Strawberry • Thoughtful, logical person • Carefully weigh each option before making decisions • More a follower than a leader • Content and effective working behind the scenes – out of the limelight • In relationships, shy and reserved • Loyal and supportive in relationships but they are slow to develop

6. Product-Usage Based Segmentation • Combines sales data with zip codes to locate high potential markets • “Data Mining”

8. Geographic Differences

9. Zip Code Segmentation PRIZM® - Potential Rating Index by Zip Marketcharacterizes the country using 62 “types” use it to identify good and bad markets especially helpful for direct mail http://www.cluster1.claritas.com/claritas/Default.jsp?main=3&submenu=seg&subcat=segprizm

10. PRIZM in the Northwest

12. Analyzing Segmentation Datato Find Target Markets

13. Heavy Users of Soft Drink

14. Heavy Users of Soft Drink

15. Heavy Users of Soft Drink

16. Index Numbers for Market Analysis

17. Index Numbers for Market Analysis - I

18. Propensity to Consume

19. Heavy Users of Soft Drink

20. Index Numbers for Market Analysis

21. Index Numbers for Market Analysis - II

25. Application of GeodemographicsKansas City Bowling Alleys WEST Hard-core bowlersBlue Collar Nursery (17%)Blue Chip Blues (13%) Shotguns & Pickups (9%) EAST Relaxation & exercise Young Suburbia (38%) Pools & Patios (30%) Furs & Station Wagons (23%)

27. VALS

29. VALS (revised)

30. 1. I am often interested in theories.Mostly disagree   Somewhat disagree   Somewhat agree   Mostly agree   2. I like outrageous people and things. 3. I like a lot of variety in my life.4. I love to make things I can use everyday. 5. I follow the latest trends and fashions.6. Just as the Bible says, the world literally was created in six days.7. I like being in charge of a group.8. I like to learn about art, culture, and history.9. I often crave excitement.10. I am really interested only in a few things.

31. Strugglers

32. Believers

33. Fulfilleds/Thinkers

34. Strivers

35. Achievers

36. Makers

37. Experiencers

38. Actualizers/Innovators

41. VALS – Seattle 1991

42. VALS & Media Habits

43. VALS & Spending Habits

45. VALS (revised)

46. Using VALS

47. Product-Specific Lifestyle • Song Airlines – low fare offshoot of Delta Airlines designed to compete against Jet Blue

48. Frontline – The Persuaders

49. Song Target Index

50. Frontline – The Persuaders