Claritas Profiles Restaurant-Goers

US marketing information company Claritas has launched PRIZM NE Restaurant Audit Profiles, an information product that combines the company's PRIZM segmentation system with an industry-specific survey to identify which segments are most likely to eat at certain types and brands of restaurants.

The new profiles allow marketers to target potential customers and find out consumers' dining attitudes and behaviour.

PRIZM NE combines household-level coding and geographic-level coding to categorise the population into 66 segments, described by names that reflect the makeup of that segment population - for example Blue Blood Estates, Young Digerati and Bohemian Mix.

The Restaurant Audit, which is administered by Integras, Claritas' advanced analytical services division, is based on more than 30,000 respondents. It provides information about consumer behaviour such as restaurants visited and takeouts bought in the last month, and collects attitudes about dining, nutrition and prices.

Claritas VP Tom Spencer says the new profiles 'give marketers the power to differentiate and market to the unique customer sets of either quick service, midscale or upscale restaurants'.

The raw data and the profiles are both available for licensing. Claritas, a division of VNU, is online at www.claritas.com . Formed in January 2003, Integras provides high-end analytical consulting and advanced decision support for marketing and location strategy. Details are online at www.integrasconsulting.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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