Vals and prizm ne

This week we learned about VALS and PRIZM NE, two online segmentation tools used to categorize individuals and help businesses create more effective campaigns. While the VALS survey segments individuals based on personality traits, PRIZM NE uses zip codes to describe an area's demographic characteristics, lifestyle preferences, and consumer behaviors. I loved the PRIZM NE website and spent a good amount of time entering various zip codes of cities in which I have lived. When I entered 92109, the typical stereotypes of PB were shown in its segments. These segments included "City Startups," "Up & Comers," and "Brite Lites, Lil City." The population was described as young, college graduates interested in athletic activities, nightlife entertainment, cafes, blind date MTV, and snowboarding. I entered 92648 for home in Huntington Beach and got a little homesick! The stereotypes of Orange County were a bit much but pretty true and made me laugh. The segments for this area included "American Dreams," "Money and Brains," and "Bohemian Mix." The population was described as ethnically diverse, high income professionals interested in fitness clubs, clothing boutiques, and technology. Interests that reminded me of my family included the mini cooper, a car my sister has been dying to get, and Newsweek, a magazine that can always be found next to my father's spot on the couch.

These segmentation tools help answer questions about target audiences in regards to what they like, where they live, and how they can be reached. This week I learned that people do like to categorize themselves. I learned the importance of active listening skills and understanding the mind of the consumer. Classifying people into segments is an important tool in designing effective campaigns and something I will definitely use in my group project on walkable communities!