Clusters Defined

The "lifestyle segmentation" system used in the "Media Proclivity by Lifestyle" study called PRIZM from Nielsen Claritas,classifies consumers into one of 67 categories based on census data, leading consumer surveys and compiled household files, and other public and private sources of demographic and consumer information.

PRIZM operates on the principle that "birds of a feather flock together." It's a worldwide phenomenon that people with similar cultural backgrounds, needs, and perspectives naturally gravitate toward one another. They choose to live in neighborhoods offering affordable advantages and compatible lifestyles. That's why, for instance, many young career singles and couples choose dynamic urban neighborhoods like Chicago's Gold Coast, while families with children prefer the suburbs which offer more affordable housing, convenient shopping, and strong local schools.