CLARITAS Mediamark Profiles

Complete media and consumer behavior research

Overview

Segment your customers and target your prospects more accurately with Mediamark Research Inc. (MRI) Profiles. Available for the PRIZM, P$YCLE, ConneXions, and PRIZM by Gender segmentation systems, the MRI Profiles provide precise media usage and product consumption data across twenty-four behavioral and psychographic categories.

Features & Benefits

The vast amount of data collected by MRI is unique in that survey respondents are personally interviewed in their homes by MRI representatives regarding their demographic characteristics and recent media usage. As a result of the in-home process, interviewers can observe and verify respondent characteristics, which ensures high-quality data. Further, survey respondents receive personal instruction on completing the remainder of the survey, which again improves data quality.

MRI Profiles are built from this robust and extensive survey. They allow you to:

• Identify and target light, medium, and heavy users of a product or service
• Analyze household information by gender, usage and consumption
• View profile data to visually determine opportunities through mapping applications
• Analyze consumer-purchasing profiles and compare them with product, media, and retail store profiles to better understand customer habits
• Prioritize advertising expenditures that maximize return on investment
• Identify the media preferences of your best customers to develop the most effective media strategy
• Establish new co-marketing relationships by comparing consumer-purchasing profiles with retail, restaurant, and gasoline brand profiles
• Assess customer-purchasing habits in a specific category to better understand location positioning
• Close lease agreements by showing restaurateurs and retailers that target consumers live nearby

MRI Profiles offer a complete look at the US market built on solid primary research. When combined with Nielsen Claritas segmentation systems, MRI Profiles will greatly enhance customer relationship management, media strategy, promotion, product distribution, and channel management.

The twenty-four MRI Profile categories are:

• Alcohol & Tobacco
• Apparel & Jewelry
• Automotive Products
• Automotive Services
• Cable & Network TV Media Usage
• Electronics
• Finance, Insurance & Investment
• Food & Beverages
• Gas Credit Cards & Chains
• Grocery Chains & Coupons
• Hardware & Appliances
• Health & OTC Drugs
• Home Furnishing
• Home Improvement
• Magazines & Newspapers
• Print Media Usage
• Psychographics
• Radio Media Usage
• Restaurants
• Retailers & Shopping
• Sports & Leisure
• Telecommunications
• Television Viewership
• Travel Profiles

MRI Profiles are available in the following software platforms:

• Prime Location
• iMARK OnLine
• AdSelect
• ConsumerPoint
• MarketPlace

Technical Specifications

Since 1979, MRI has conducted an ongoing, comprehensive study of the adult population of the United States. This study surveys the demographics, product usage, and media exposure of all persons aged eighteen and over in the contiguous forty-eight states.

MRI Profiles are built using four waves of MRI surveys that cover two years of data collection. These waves provide data for more than 50,000 respondents.

Survey respondents are coded using self-reported (i.e. real) demographic data. The respondent answers are then tabulated by segment and based with appropriate weights to arrive at the final profile.

As with all Nielsen Claritas data, MRI Profiles are subject to rigorous data quality tests before they are published.

Learn more about how MRI Profiles can refine your consumer targeting and media buying strategies, call 866-737-7429.