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Segmentation Systems

Nielsen Scarborough's Segmentation Systems

Segmentation Systems enable marketers to better understand their customers and prospects and market to them with tailored messages and products. Segments are generally captured by catchy names, images and behavior snapshots that are memorable and summarize complex consumer profiles based on shared characteristics such as behavioral and demographic, in a way that is intuitive and easy to communicate.

Segmentation Systems operate on the theory that people with similar tastes, lifestyles and behaviors seek others with the same tastes. Customer profiles created with Segmentation Systems can help clients find the best locations for new stores, evaluate the success of existing locations, study differences in population segments, select merchandise suited to customer preferences, direct advertising with the right message to the right audience and target direct mail and other promotions to the most responsive recipients.

By utilizing any of the numerous systems available within Nielsen Scarborough, you can find the key segments that are most likely to buy your product or service and further define their lifestyles, shopping patterns, and media habits to round out their behaviors



PRIZM – PRIZM is a Nielsen segmentation system that combines demographic and behavioral segments including social groups based on affluence and urbanization and lifestage groups based on affluence and lifestage. PRIZM uses many of Nielsen’s proprietary data sources.
P$YCLE - P$YCLE is a segmentation system that classifies households into segments based on their financial behaviors and wealth using Nielsen’s IPA Indicators. Segments are based on lifestage and seven Income Producing Assets including Millionaires, Elite, High, Above Average, Moderate, Below Average and Low.
ConneXions - ConneXionsTM is a technology-based segmentation system that groups households based on voice, video and data consumption, as well as TechnodoptionTM, a proprietary Nielsen model that measures a household’s willingness to adopt new technology early in the product’s lifecycle.


Mosaic USA - Mosaic® USA classifies households and neighborhoods into unique segments and overarching groups using ConsumerView, Experian’s consumer database. This groundbreaking classification system paints a rich picture of U.S. consumers and their sociodemographics, lifestyles, behaviors and culture.


Hispanicity - HispanicityTM defines America’s Hispanic population according to cultural practices, language preference and time in the country. Hispanicity measures the degree to which Hispanics retain elements of the native culture while they acquire elements of the American culture.


PersonicX - PersonicX is a segmentation system powered by Acxiom’s Infobase-X that clusters U.S. households into clusters within multiple lifestage groups based on hundreds of demographic, homeowner, buying behavior, financial, health-related and interest selectors.
PersonicX Digital – PersonicX Digital is a segmentation system that groups individuals based on their internet use (social, music, news, financial research, etc.), online purchase patterns, online usage/activity levels and where the internet is most often accessed.
PersonicX Hispanic - PersonicX Hispanic a segmentation system specific to the Hispanic Market that assigns households to clusters according to different demographics, socioeconomic backgrounds, and acculturation levels. PersonicX Hispanic is fueled by data sourced from Latin Force to provide superior differentiation.
PersonicX Insurance - The PersonicX Insurance groups takes the original PersonicX Classic Clusters and groups them according to insurance tendencies. These groups are created crossing the general characteristics of all PersonicX Classic clusters with insurance specific groups provided by the nationally syndicated consumer survey of GfK MRI (MRI).


Tapestry - Tapestry classifies U.S. neighborhoods into segments and groups by LifeModes based on lifestyle, lifestage and Urbanization, based on geography and income. Tapestry Segmentation uses ESRI’s updated demographics and allows you to profile consumers using standard geographic census tract, block group, ZIP Code and ZIP+4 and user-defined areas.