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CS/EG/PH 491: Disciplined Entrepreneurship

Target Market

Do you need to locate your Target Market or Consumers? The SRDS database includes a powerful tool, Claritas 360, that you can use to create a profile of your consumers.


Generate a Profile Worksheet to find which consumers use your product, similar products, or engage in a behavior related to your product. Follow these steps:

  1. Go to the SRDS Media Solutions tool
  2. In SRDS, locate Claritas 360 from the menu at the top
  3. On the next screen, select the purple button that says “Login to Claritas SMS”
  4. On the next screen, click “Reports”
  5. On the next screen, click “Segmentation Reports”
  6. On the next screen, click “Profiler Reports”
  7. On the next screen, click “Profile Worksheet”*
  8. On this page, select your report options:
    1. For Select a Segmentation System, click “PRIZM Preimer”
    2. The “Select profile(s)” box is where you choose your “profile”, or products/services/behaviors
      1. Select the blue arrow beside “Claritas Profiles”.
      2. Select the blue arrow to open “Claritas Consumer Profiles 2019”*. All available profiles will appear. Click the blue arrows beside each folder to view your options.**
    3. When you’ve selected your profiles, click “NEXT”
    4. Keep “Select a sort method” as “Segment code”
    5. Keep “Select a sort direction” as “Ascending”
    6. Select Segment Descriptors to view how likely consumers in different demographics engage with a product or in a behavior
    7. Leave all other fields as is
  9. Select “Submit” to generate your report.
  10. When prompted, select Report Output (Excel).
  11. Open the Excel and go to the “Table View” tab at the bottom.

Segments with the highest indexes and largest number of users (Profile Count) are your best prospects.

*PRIZM Premier Segement Narratives: classifies every US household into one of 68 segments based on the household's spending habits. Use the Claritas PRIZM Premier Segment Descriptions and Claritas PRIZM Premier Segment Narratives to read your Profile Worksheet.

Market Potential

Do you need to find where your consumers live? The SRDS database includes a powerful tool, Claritas 360, that you can use to measure the "penetration rates" of a product or service in designate market areas.


Generate a Market Potential Report to see where your most likely consumers live. Follow these steps:

  1. Go to the SRDS Media Solutions tool
  2. In SRDS, locate Claritas 360 from the menu at the top
  3. On the next screen, select the purple button that says “Login to Claritas SMS”
  4. On the next screen, click “Reports”
  5. On the next screen, click “Segmentation Reports”
  6. On the next screen, click “Lifestyler Reports”
  7. On the next screen, click “Market Potential”*
  8. On this page, select your report options:
    1. For Select a Segmentation System, click “PRIZM Preimer”
    2. Keep “Select a Base” on Households (ZIP+4 Based)
    3. The “Select profile(s)” box is where you choose your “profile”, or products/services/behaviors
      1. Select the blue arrow beside “Claritas Profiles”.
      2. Select the blue arrow to open “Claritas Consumer Profiles 2019”. All available profiles will appear. Click the blue arrows beside each folder to view your options.**
      3. Click on an profile to add it to your list, which will generate in the right menu.
      4. When you’ve selected your profiles, click “NEXT”
    4. The “Select an analysis area” box is where you choose your region.
      1. Click the blue arrow beside “Nielsen Designated Market Area (DMA)” to view available cities.
    5. Leave all other fields as is.  
    6. Click Next.
    7. Select “Submit” to generate your report.
    8. When prompted, select Report Output (Excel).
    9. Open the Excel document and view the “Table View” tab.

Demographic Resources

Need to find demographics, including age, gender, income, occupation, education, generation, race or ethnicity, etc? Try one of these "best bets" websites and databases:

Psychographic Resources

Need to find psychographics, such as consumer interests, activities, opinions, and buying trends? Try these "best bet" websites and databases: