Transcript Dennis McDermot, Research Investigator [email protected] DHPE - Nielsen / Claritas Opportunity Carpe Datum!

Dennis McDermot, Research Investigator
[email protected]
DHPE - Nielsen / Claritas
Opportunity
Carpe Datum!
The Grant
• Department of Health funded by DHPE
and supported by Nielsen Claritas.
• We receive training, and 1-year license to
Nielsen / Claritas data and software.
• We have committed to a project related to
access to healthy food.
• We have a free hand to expand our work
as time and resources allow.
Software
• Prime Location Web
– Focus is mainly on place – identify a site, and
discover who lives there, what competitors are
nearby, etc.
• ConsumerPoint
– Focus is mainly on people – driven by market
segmentation (more on that later)
• Both are connected to extensive database
including sociodemographic data (ACS+),
business locations, market supply and demand
($$ spent), and market research consumer
behaviors.
Geography
• Data can be summarized by
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State
County
Census Tract
Block Group
Zip Code
User defined
• Radius
• Drive Time
• Threshold
Demographics
• PopFacts
– Contains the sort of data you might look for in
Census Bureau American Community Survey
– Model-driven. Starting from ACS, refined by other
data sources, Claritas statisticians produce
synthetic estimates at very fine spatial scale
– Also provide 5 year future projections.
– Accuracy and precision?? Big Q.
• Fortune 500 companies make $billion decisions based
on this data, but they also have teams of highly paid
statisticians who know the pitfalls and limitations.
Business Patterns
• Business locations
• Market Power
– Demand: Consumer expenditures by product
type
– Demand: Consumer expenditures by store
type
– Supply: Retail sales by product type
– Supply: Retail sales by store type
• Shift to demo – Prime Location
Segmentation
• Segmentation – PRIZM
– Based on decades of market research
– Population is divided into 66 segments
ordered by Socioeconomic Rank
• Socioeconomic rank = combined effects of income,
education, occupation (prestige), and home value
(wealth)
– Segments further grouped by
• Urbanicity
• Lifestage (Age / children)
Market Research Database
• Every household in America is classified by
segment
– Data from drivers license, credit, taxes, etc.
• Any geography can be characterized by its mix of
household segments.
• National market research (surveys combined with
actual sales) predicts a wide range of behavior
based on segmentation.
• Segmentation predicts some behavior better than
others. On average, HH segmentation about 80%
efficient, geographic segmentation about 60%
efficient.
Market Research Examples
• Nutrition / Physical Activity
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Eat fruits and vegetables
Use lean meat
Heavy user, packaged dishes
Heavy user, regular cola
Buy from fast food
Buy fast food – child decides
Exercise 2+ times a week at club / home / other
Currently on a diet
• Shift to demo - ConsumerPoint
Profile Comparison – Try to Eat Healthy vs Eat Fruits & Veg
Lifestyle - Exercise at home 2+ times / week
by Race in WA State
Market Consumption - Regular Soda by ZIP
Media – Television Viewership among At-Home Exercisers
Limitations
• Data for 1 year, ends June 2012
• DOH is the only entity that can use
software
• Limited staff time
Opportunities
• Food desert/food oasis identification using
market power information
• Social marketing implications for public
health
• Student projects
• Other??? We solicit any ideas you may
have.