Prizm: A Geodemographic Market Research and Planning System for Estimating Relative Sales Potential

Abstract

Marketers have for decades been using systems for segmenting consumers based on their individual demographic characteristics, such as age, income, sex, race, etc. The reason is simply that some demographic segments offer higher potential for sales than others. Similarly, it has been evident to marketers that there are pronounced differences in sales potential from one metro market to the next.