VALS and PRISM NE Analysis
Before beginning this assignment, go to the following Strategic Business Insights website and explore
the information on VALS:
https://www.strategicbusinessinsights.com/vals/ustypes.shtml
Click on each of the eight types and read the descriptions that define each of the various behavioral
classifications.
My analysis showed that I am a experiencer and secondary an achiever.
In a well-written paper, answer the following questions:
� How is your behavior as a consumer consistent with the selected primary and secondary group
classification descriptions?
� What factors are most important, in your opinion, in landing you in those two categories
(think friends, ethnicity, culture, religion, education, gender, age, life stage, etc.). Briefly
describe why each of the selected contributing factors is important in defining you as a member of
these groups.
� Give two examples of products/brands that you believe promote to and/or target one or more of
these groups and give an example of a print or YouTube video ad that substantiates your claim. Provide
APA citations of these examples in your references page and include any visuals along with your paper.
Also,
� Go to the PRIZM NE site:
� https://www.claritas.com/MyBestSegments/Default.jsp?ID=0&SubID=&pageName=Home
Click on the Segment Look-Up tab and review some of the category descriptions. Read a couple that you
believe might fit you. Then click on the Using MyBestSegments tab to get an idea of how businesses
might use such information. Finally, click on the Zip Code Look-Up tab. Enter your zip code and review
the categories that define your neighborhood. (my zip code is 80905 in Colorado springs, colorado)
In a well-written paper, answer the following questions:
� Do the categories assigned to your zip code define your neighborhood accurately? Do you see
yourself in one of the categories listed? If so, which one? (middle class neighborhood mostly older
people and families with children)
� How might this information be valuable to marketers of products to you and the other
categories listed for your neighborhood? What promotions do you receive through the mail that are
targeting, in your opinion, your neighbors and yourself based on the classifications? (receive red
plum grocery ads and coupons as well as bed bath and beyond coupons)
� Which retail operations may have located in your immediate region based on these profiles?
� In summary, are you and your neighborhood captured in the PRIZM NE classifications? Why or why
not? Be as specific as possible and provide examples. Is your neighborhood�s PRIZM designation
reflected in the demographics, lifestyle and related resident consumer �toys,� and community and retail
development?
