| Frequently Asked Questions About "You Are
Where You Live"
Note: While these questions are specific to PRIZM, they generally apply to P$YCLE and ConneXions as well.
Where does the "You Are Where You Live" data come from?
"You Are Where You Live" is based on a "lifestyle segmentation" system called PRIZM
from Nielsen Claritas, a market research firm and part of the Nielsen Company. PRIZM, which was
originally created over 30 years ago, classifies consumers into one of 66 categories based
on census data, leading consumer surveys and compiled household files, and other public and
private sources of demographic and consumer information.
PRIZM operates on the principle that "birds of a feather flock together." It's a worldwide phenomenon that people with similar cultural backgrounds, needs, and perspectives naturally gravitate toward one another. They choose to live in neighborhoods offering affordable advantages and compatible lifestyles. That's why, for instance, many young career singles and couples choose dynamic urban neighborhoods like Chicago's Gold Coast, while families with children prefer the suburbs which offer more affordable housing, convenient shopping, and strong local schools.
PRIZM is updated annually to reflect the latest available demographic and consumer information. "You Are Where You Live" provides a scaled-down version of the complete PRIZM system. Only a handful of the consumer spending, lifestyle and demographic data available through PRIZM at the ZIP Code level was used to create this ZIP Code look-up program.
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How exact is "You Are Where You Live"?
"You Are Where You Live" is an abbreviated version of Nielsen's signature lifestyle segmentation system, PRIZM, and is offered over the Internet for both promotional and recreational purposes. The aggregated information
provided is based predominantly on Census data and supported by Nielsen-driven survey data. Accordingly, the information should be interpreted as a general characterization of the population and
its lifestyles, not as an exact analysis. At the heart of the PRIZM system is the adage "birds of a feather, flock together."
For more exact analysis, PRIZM is available at Household, ZIP+6, and ZIP+4 levels.
To receive more detailed information about the extent of PRIZM and how it provides a reliable framework for all types of marketing activities call:
1-866-273-5418 or submit your request online.
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My ZIP Code doesn't seem to belong to the PRIZM Segments displayed – why?
If you do not feel that the segments shown accurately or completely describe your neighborhood, you should be aware that the program only displays up to the top five PRIZM segments within a ZIP Code, although as many as 20 segments or more may actually be present. Also, only PRIZM segments to which at least 5% of a ZIP's households belong are displayed. It is possible that you live in an area of the ZIP that belongs to a segment which didn't have a high enough concentration of households to appear on the distribution list. This is why the demographic and lifestyle profiles for a ZIP Code's PRIZM segments may seem inconsistent with your specific neighborhood.
Additionally, PRIZM is not intended to predict with absolute certainty how every neighborhood's household lives or what they buy or don't buy, rather it is used to predict the likelihood that a certain type of behavior or purchasing preference - drink diet soda or go skiing, for instance - would be found in higher concentrations within that neighborhood versus another. This increases a marketer's chances of locating the best potential customers for their products and allows them to make advertising and product distribution decisions more efficiently.
"You Are Where You Live" was created at ZIP Code level, which typically consists of 2,500-15,000 households. To increase the precision of the system, PRIZM coding is also available at smaller geographic levels, for instance, Census block groups (typically only 250-500 households) and Postal ZIP+4s (about 6-12 households). Levels of geography that encompass fewer homes are much more precise than the ZIP Code level assignments.
In addition, Household and ZIP+6 levels are also available.
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Why wouldn't the program accept my ZIP Code?
If you were unable to locate a ZIP Code in "You Are Where You Live," you should be aware that the
program contains only residential ZIP Codes that include a minimum number of households to protect
privacy. Additionally, although the program uses the most current annual ZIP Code roster, the Post Office
changes, adds and deletes ZIP Codes without notice, which accounts for other missing ZIP Codes.
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How can I look up an area's ZIP Code?
If you don't know your area's ZIP Code, you can look up ZIP Codes using the
USPS web page ZIP look-up.
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Why are off-the-air TV programs sometimes listed?
There's always a lag time between when programs are taken off the air and when they are removed from the survey and measurement data used with PRIZM. When "You Are Where You Live" is updated, the TV listings will be updated. Business users typically access more recent ratings data from Nielsen Media Research (for television viewers) and Arbitron (for radio listeners) by PRIZM Segment.
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How do businesses use PRIZM?
To put the country's marketplace into perspective: today, there are more than 305+ million people living in more than 110+ million households located in over 200,000 neighborhoods, or Census block groups, across the country. Companies use this information to break through the country's crowded marketscape and understand, locate and reach their customers better. They use it to determine what type of advertising to create and where it should appear, where to put new stores, what kind of merchandising and products to put in their stores, etc.
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How is a segment's median income determined?
The median income represents the mid-level point between the highest and lowest incomes of the segment's residents - meaning 50% of the segment's households earn more than the median and 50% earn less.
In 2009, the current median income for all U.S. households is $51,400 and about 32% of U.S. households earn $75,000 or more annually. This income data was originally derived from aggregate census data (the census NEVER releases data on individual households) for the geographic areas that are assigned to a specific PRIZM Segment. Nielsen updates income data using information from the Bureau of Economic Analysis (BEA) for higher levels of geography, which is then applied to the original census data at smaller areas.
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How can I get more information on PRIZM?
If you would like more information on how your business can use PRIZM, please call
1-866-273-5418 or submit your request online.
In order to help us assist you better, please tell us the type of
industry you serve and the applications for which you would like to use PRIZM.
To learn more about Nielsen Claritas, visit the
Nielsen
web site.
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