Trends

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

7
(No Transcript)
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/Def
ault.jsp?main3submenusegsubcatsegprizm
10
PRIZM in the Northwest
11
(No Transcript)
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
22
(No Transcript)
23
(No Transcript)
24
(No Transcript)
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)
26
(No Transcript)
27
VALS
28
(No Transcript)
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
39
(No Transcript)
40
(No Transcript)
41
VALS Seattle 1991
42
VALS Media Habits
43
VALS Spending Habits
44
(No Transcript)
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
51
Video Game Players
52
Product Specific Psychographics
53
Life Style Trends
54
Changing Life Styles