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Introduction to Claritas Prizm Premier

Introduction to Claritas Prizm Premier 2025

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The document provides an overview of the Claritas PRIZM® Premier segmentation system, detailing its development, statistical techniques, and data sources. It classifies U.S. households into 68 consumer segments based on purchasing preferences, demographics, and lifestyle behaviors. The segments are organized into three main lifestage groups (Younger Years, Family Life, Mature Years) and 14 social groups based on urbanicity and affluence. The document outlines the methodology behind segment creation, including new data inputs like household liquid assets and technology use scores, aimed at enhancing marketers' understanding of consumer behavior.

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Begin by reviewing the Table of Contents, which outlines the key sections such as Overview, Model Development, and Data Sources. This will help you navigate through the document efficiently.
Fill out any required fields in the Overview section, ensuring you capture essential details about your understanding of PRIZM Premier's segmentation system.
Proceed to the Model Development section. Here, you can annotate or highlight important statistical techniques used in creating PRIZM Premier for better clarity.
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What is Prizm Premier?

PRIZM Premier is a marketing segmentation system from Claritas containing 68 segments that combine demographics, consumer behavior, and geographic data to help marketers understand, find, and engage with their customers and prospects.

What is the meaning of Claritas Prizm?

Claritas PRIZM Premier is a consumer segmentation system that classifies every U.S. household into one of 68 consumer segments. The segments are defined according to socioeconomic rank including characteristics such as income, education, occupation, home value, and technology use.