Claritas, Environics Analytics, and the Origins of U.S. Segmentation Systems (ft. Michael Weiss)

In this episode, Michael Weiss shares his extensive experience in geodemographics, discussing its origins, key pioneers, and early applications in business and politics. He recounts his journey across America to meet various lifestyle segments, highlighting the importance of understanding consumer behavior through data. Weiss also reflects on his time at Environics, the evolution of segmentation, and the future of geodemographics in the age of AI.

Chapters:

(00:00) The Origins of Geodemographics

(11:46) Pioneers of Geodemographics

(18:33) Applications in Corporate and Political Worlds

(22:20) The Journey of Discovery

(26:55) The Evolution of Car Sales and Segmentation

(27:40) Memorable Stories from the Field

(32:52) The Importance of Ethnographic Research

(35:24) Transitioning to Environics and PRIZM C2

(37:03) The Role of Naming and Imaging Segments

(40:32) Innovations in Geodemographic Segmentation

(44:40) The Enduring Relevance of Geodemographics

(50:24) Creative Applications of Geodemographics

(53:10) Personal Reflections on Data-Driven Insights

Follow Michael Weiss on LinkedIn or contact him at mikejweiss2@gmail.com for more information.

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About Spatial.ai:

Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance. 

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