OBJECTIVE

OBJECTIVE
The purpose of this assignment is to familiarize you with the topic of segmentation by using a popular segmentation system called Claritas PRIZM. You will conduct an analysis of the customers for a large casual fine dining restaurant group: Hillstone.
INSTRUCTIONS
1) Access the PRIZM system through BU Library
a. Search for the database: SRDS
b. After you log in to the database using your BU credentials, you will see
Claritas Segmentation & Market Solutions (Claritas SMS) in the menu tab on
the left.
c. You will be asked to log in to Claritas SMS once again, using your BU
credentials.
d. Once you access the system, generate the list of reports listed in step 2 below,
and based on the information in these reports, answer the questions listed below each report.
2) Pick any 1 location where a Hillstone restaurant is located (http://www.hillstone.com/locations/).
Create the following 4 reports in PRIZM for this location and answer the question associated with each report. Please see the Notes on Creating Reports in point 3 below before proceeding.
i. Pop-Facts Demographics Report (created at the county level)
Question 1: What are the major demographic trends within this county that are relevant to to Hillstone? (Hint: think about the types of consumers that Hillstone attracts or may want to attract within this location)

ii. Segment Distribution Report (created at the county level)
After creating this report, profile the 3 most highly indexed segments for this location. E.g. If for your selected location, the segment American Dreams is 7.21% of the overall population (% Comp) for that location and has an index of 621 against the overall U.S. population (i.e. has more than 6 times as many people in this segment than the U.S. population), and this number is the highest of all segments in your report, then you will use this as one of the segments to be profiled.

Profiling a segment involves analyzing the demographic, lifestyle, and media traits for that segment (Hint: Clicking on the code for a segment in the segment distribution report allows you to explore the segment i.e. view the demographic, lifestyle, and media traits for that segment).

Question 2: Based on your analysis of the traits of these top 3 segments, what would you recommend to Hillstone in terms of how they can potentially attract these segments? (E.g. if a particular segment watches a particular TV channel, then Hillstone may want to advertise on that channel to reach this audience).
iii. ZIP Code Lookup
Use this feature to find out the most common/popular segments for the exact zip code where your selected restaurant is located (this feature is more specific than the segment distribution report, which is at the county level)

Question 3: How do these segments in the Zip Code Lookup feature compare against the segments you found in the Segment Distribution Report (at the county level)? What implication does this have for Hillstone?

iv. Market Potential Report (created at the county level)
Question 4: Estimate the market potential (i.e. calculate and assess the market potential index or MPI) for a household in your selected location (county level) to have used an upscale restaurant in the past 30 days. What does this number indicate to Hillstone?
3) Notes on Creating Reports
i. Reports are created using the “Create Content” tab on the top left corner of the PRIZM system.
ii. The Pop-Facts Demographics Report, Segment Distribution Report, and Market Potential Report will be created at the level of the relevant county in which your restaurant is located. The ZIP Code Lookup allows you to assess the segment distribution in a specific ZIP code and is thus more specific.
iii. After you request for the reports to be generated in the PRIZM system, it can take a short amount of time to process your request based on the amount of traffic on the system.
iv. You will either be given the option to download the report directly after it is created (as for the Pop-Facts Demographics Reports), or please check the “My Content” tab (Report History or Report Inbox dropdowns) on the top left corner of the main PRIZM screen to access the report.
v. I have uploaded a Claritas Calculations Guide on Blackboard in the Assignment folder. This may help you interpret what some of the more complicated numbers in the reports mean.
vi. You are to only assess the segments provided under Claritas PRIZM Premier. Don’t bother with the segments under Claritas PRIZM, Claritas P$ycle, or Claritas ConneXions.

SUBMISSION INSTRUCTIONS
1) Font – Times New Roman (Font size: 12)
2) Margin – 1 inch (2.54 cms) on all sides
3) Paragraph spacing – 1.5
4) In addition to answering the four questions, present the reports that you download from PRIZM as an appendix to your analysis.