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Claritas (formerly Nielsen) Segmentation and Market Solutions

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Claritas (formerly Nielsen) Segmentation and Market Solutions (SMS) is a robust product for mining market research data about consumer demographics, purchasing habits, and lifestyles. SMS replaces Local Market Audience Analyst (LMAA) on the Standard Rate Data Service (SRDS) Media Planning Platform. Marketers can use SMS to identify a target market. SMS uses survey data and advanced statistical methods for calculating statistics about consumer preferences. The researcher can examine a target market as broad as the entire United States or as granular as a State county. SMS collects data from over 200,000 consumers, and has created proprietary segmentation systems called Consumer Profiles, Target Groups, and PRIZM Premier. Fourteen Reports types are classified into two categories: Pop-Facts Demographics and Segmentation Reports. The Pop-Facts Demographics Reports are pre-defined reports that can help the researcher identify consumers by demographic profiles. Segmentation Reports allow the researcher to identify a target market, and find out where that target market is located geographically. SMS is intended for researchers and marketers who want to find customers for a product and learn about a market area.

Publication date: April 1, 2017

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