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ConneXions - Market Potential Index from the ConneXions - 2024 database shown in Index, Median=100 Date Type: Year; Country: USA; Subject: Alcohol; Behavior: Domestic light beer drank past 30 days Busch Light; Segment: Antenna Land - Midscale Older Mostly Without Kids Sage Data. Sage Publishing Ltd Sage Data [electronic resource]

Corporate Author
Claritas
Published
Thousand Oaks, CA : Sage Publications, Inc. 2025
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Summary
The Market Potential Index ranks consumer segments by consumer behavior against a median of 100. This index uses the segment composition of a geography to estimate customer potential based on the segment penetration rates of a chosen product, service, or lifestyle behavior. The value indicates the likelihood of occurrence within that segment: the base value is 100, with any value over 100 indicating a higher probability for the selected behavior. The Claritas Consumer Profiles datasets comprise three different geo-demographic segmentation products: ConneXions, PRIZM Premier, and P$YCLE Premier. ConneXions, the Claritas segmentation system for communications marketers, classifies US households into 53 consumer segments based on the video, voice, and data purchasing preferences of that household. In creating the ConneXions typology, Claritas combines its Lifestage typology - Younger Years, Family Life, and Mature Years - with a proprietary model, Technodoption that measures the willingness of a household to adopt new technology early in its lifecycle. The Technoadoption levels are defined as High, Mid, Low, and No Tech. Within the three Lifestage classes, the 53 segments are further grouped into 10 Lifestage Groups by combining three variables -Technodoption, householder age, and presence of children at home - to describe the likely lifestyle of the segments in that group. In developing ConneXions, Claritas assembled a database that included more than 100,000 household records from sources that include the proprietary Claritas Technology Behavior Track survey and GfK Mediamark Research & Intelligence LLC, (MRI) Survey of the American Consumer. Each of these records includes demographic data and nearly 2,000 behavioral measures of both penetration and volume. The dataset relies on Claritas' proprietary methodology to provide market information from the state to the household level (ZIP+6). For detail on the composition of the segments and Claritas methodology, please see the technical documentation.
Subject(s)
ISBN
9781544386911 Sage Data Premium: Claritas Consumer Profiles
Type of File/Data
Statistical data with bibliographic citation and abstract.
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