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The 14 Social Groups of PRIZM® are based on Claritas Urbanization class and affluence, two important variables used in the creation of PRIZM. First, segments are placed in one of four urbanization class categoriesUrban, Suburban, Second City or Town & Rural. Within each of these categories, all the segments are then sorted into groups based on affluence, another powerful demographic predictor of consumer behavior.
All of the 66 segments are grouped into one of these 14 Social Groups. At the top of both the affluence and density scales is Social Group U1 Urban Uptown , in which residents live in urban areas and are very affluent. At the opposite extreme is Social Group T4 Rustic Living , in which residents live in rural, low density housing areas with relatively low affluence lifestyles.
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